Guest post by Michael Shmarak, principal of Sidney Maxwell Public Relations.

OK, a quick show of hands – how many people got out of bed at some ungodly hour and stood in line for any number of Black Friday deals last month?

For those who raised hands, may I ask that you take that hand, form a cup with your other hand, and splash cold water on your faces? Sorry to rain on your parade, but you need a proverbial wake-up call. Your deal might have been good, but was it a deal at all?

I don’t know why the day after Thanksgiving is called Black Friday, anymore. According to retail data, shopper patterns, and any number of measurement tools, it is not the busiest shopping day of the year. Black Friday is a myth. (more…)