Dear Target,
You know I love you. You know I shop there a lot. We have a family of 10, and that means we frequently stock up on life’s many essentials with you perched at the top of our list. Also, all of our prescriptions are filled by your pharmacy.
We are not casual customers. We know many of the employees by name and they know ours. I love walking through the doors expecting to see familiar smiling faces and great quality for the price.
But it was with huge disappointment I learned you will be opening at midnight on Black Friday. Your employees must report to work at 11pm on Thanksgiving Day. This seems like such a Wal Mart move to make. It’s ugly. It’s trashy. It’s calculated to encroach on a day of rest, tradition, family, and reflection. Your employees will have to leave their celebrations and observances to sleep so they’ll be able to work an ungodly hours their bodies aren’t used to working.
I noticed one of your managers stated in a news story: “I don’t like the fact I have to come in on Thanskgiving, but when you work in retail it’s the nature of the beast,†Schuknecht said. “I understand the value of it. Our traffic has been tremendous.â€
But he’s wrong. It isn’t the nature of the beast. There isn’t some mighty evil retail monster forcing any store to open on Thanksgiving or at midnight on Black Friday. Admit you do it because you have dollars in your eyes and they are more sparkly than gratefulness, humility, rest, and family. I’m especially disappointed in you, Target, because you are a leader in many areas like fashion, food, store layout, cleanliness, innovation, convenience. But in this case, you are proving to be just another slack-jawed behemoth succumbing to peer pressure.
You are being led around by your nose.
There are people who note police, fire, hospital, transportation, and travel employees must work on Thanksgiving, so we shouldn’t feel terrible for retail workers. I contend there is a huge difference between stopping crimes or heart attacks or house fires and scanning socks at 2am. One of the above can wait. For real.
You must not feel terribly confident about your Black Friday offerings. If you did, if the deals were so fantastic, if the quality is out of this world, guess what? People would wait for you to open. You could open at noon on Friday and still have your massive crowds if there was something worth waiting for.
Do you have a low opinion of the American consumer? The rubes are willing to shop at midnight! We are just your drooling fools who are lured through doors by toys and electronics that will be broken and/or forgotten by mid-January.
Americans should feel offended by Black Friday. Not only because it’s continually encroaching on Thanksgiving but because it’s really, really insulting. 3-packs of character underwear for $4 and DVDs of mediocre movies for $5 are dangled like carrots and all of a sudden? Rioting rabbits lining up 30 people deep in check-out lanes manned by people who left the sides of those they love to scan and stock and restock.
Not only do I refuse to shop on Black Friday (and have not for the past several years), I am starting to think about things like:
~Transferring all of our prescriptions from Target to a different pharmacy. Remember, we have a family of 10. That amounts to a lot of money.
~Doing more of my necessity shopping at local grocery stores—they have diapers, too (and I have 2 in diapers!)
~Shopping online
~Checking out small businesses in my community on Small Business Saturday
~Making our own gifts/DIY
Target, my opinion of you has taken a nosedive this past week and it’s all because of your decision to open at midnight on Black Friday. I expect that from K-Mart or Wal Mart. It’s a little like Coldplay being worried about Loverboy playing a set in the bar at a bus station and demanding their manager book them, too. I suppose it’s just another sign that our world is growing increasingly more trite, flimsy, cheap, ungrateful.
Sincerely,
Gretchen
(UPDATE: thanks to Target for their quick response in the comments!)


