Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Why 55+ Major Brands Are Staying Home This Thanksgiving

Why 55+ Major Brands Are Staying Home This Thanksgiving Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

November 15th, 2017 min read

It’s go-time, people.

Aside from food, family, and football, businesses and consumers alike are preparing for one thing as Thanksgiving approaches -- sales.

Black Friday, the day after Thanksgiving, is widely accepted as the “busiest shopping day of the year.” It marks the official start of the holiday shopping season and helps thousands of retailers across the country get back “in the red” with profits.

However, with the advent of Small Business Saturday, Cyber Monday, and “doorbuster deals,” more and more retailers are expanding their sales beyond just Black Friday -- and not all consumers are happy about it.

In an effort to get a head start on the holiday rush, many big businesses are now opening their doors on Thanksgiving itself, but this consumerist push isn’t sitting well with all brands or buyers.

“No thanks, we’ll stay home.”


Continuing its groundbreaking #OptOutside campaign for the third year in a row, REI was one of the first retailers to take a stand and close its doors on Thanksgiving: 

"We're doing our darndest to start a new tradition," shared REI Chief Creative Officer Ben Steele." We really want people thinking about the Friday after Thanksgiving differently."

And they’re not alone. 

According to bestblackfriday.com, over 55 retailers have been vocal about their choices to stay closed on Thanksgiving. 

Just check out this video from TJX, the parent company of Marshall’s, TJ Maxx, and Homegoods.

"Bring Back the Holidays", Facebook Thanksgiving | TJX from Marta Llop on Vimeo.

 

In between shots of smiling children and fully-stocked dining room tables, the video (more a PSA than a commercial) urges shoppers to “bring back the holidays.” (How’s that for a snazzy call-to-action?)

“Our stores are closed on Thanksgiving because the only thing that should be open is your family room."

In a profit-focused industry and season, TJX is taking a bold stand for family values with this message. 

Paul Latham, Vice President for Membership and Marketing for Costco echoed that sentiment to the Huffington Post a few years ago.

"Our employees work especially hard during the holiday season…”  “[W]e simply believe that they deserve the opportunity to spend Thanksgiving with their families….Nothing more complicated than that." 

Out of all of the major retailers closing their doors next Thursday, the feeling clearly rings true across the board, but from a business perspective, are they making a mistake? Are they missing out on a huge sales opportunity?

Before we dive into that, here's the list of the retailers staying closed on Thanksgiving this year so far:

A.C. Moore
Abt Electronics
Academy Sports + Outdoors
At Home
BJ's Wholesale Club 
Blain's Farm and Fleet
Burlington
Cabela's
Cost Plus World Market
Costco
Craft Warehouse
Crate and Barrel
Designer Shoe Warehouse
Ethan Allen
Gardner-White Furniture
Guitar Center
H&M
Half Price Books
Harbor Freight
Hobby Lobby
Home Depot
HomeGoods
Homesense
IKEA
JOANN Fabric and Craft Stores
Jos. A. Bank
La-Z-Boy (Corporately owned stores)
Lowe's
Marshalls
Mattress Firm
Micro Center
Music & Arts
Neiman Marcus
Office Depot and OfficeMax
Outdoor Research
P.C. Richard & Son
Party City
Patagonia
Petco
PetSmart
Pier 1 Imports
Publix
Raymour & Flanigan Furniture
Sam's Club
Sierra Trading Post
Sleepy's
Sportsman's Warehouse
Sprint (Corporate- and dealer-owned stores)
Staples
Sur La Table
The Container Store
The Original Mattress Factory
TJ Maxx
Tractor Supply
Trollbeads
Von Maur
West Marine

So, What's the Point? Should You Close on Thanksgiving?

While the teams above are enjoying the holiday with their loved ones, stores like Walmart, Kmart, and Target are opening as early as possible (and according to a survey by Reuters, 38% of shoppers will likely be joining them at the checkout line.) 

This may sound promising, but like most strategies, there are two sides to this coin. 

Yes, open retailers can get a jump start on holiday rush before their closed competition, but they may also end up cannibalizing their own Black Friday efforts when people realize they don’t have to wait in line at midnight to get a deal.

On a more personal level, brands can also run the risk of hurting employee morale and also alienating a large segment of their buyers’ values. 

In fact, a recent survey by BestBlackFriday found that 57.53% of respondents didn't like the idea of stores being open on Thanksgiving. 

In 2013 this became extremely clear when hundreds of Walmart shoppers took to the company’s Facebook page to express their disapproval of it being open on Thanksgiving.

They argued the retailer was greedy for forcing employees to work on a family holiday, and that it was also supporting consumerism by tempting people away from their loved ones with sales. For a brand that markets heavily to working families, you can imagine that these sentiments reflected poorly on the brand. 

While, of course, this depends on your audience, this is the main reason why staying closed on Thanksgiving works for many brands in today’s world.

The Lesson: Stay True to Your Brand (And Buyer's) Values 

With the internet, consumers have an unlimited number of shopping options (whether it be for B2C holiday needs or general B2B). 

If you are a brick and mortar business, loyal buyers (your ideal buyer personas), the ones who will consistently choose you over your competitors, don’t care about flashy low prices or Black Friday deals.

They care about your brand, the way you do business, and the values you stand for. 

64% of consumers who have an established relationship with a brand cite shared values as the primary reason. When loyal customers make a purchase from your organization, it’s more than just an exchange of goods, it’s a personal sign of support for your brand and everything it does. 

Judging by the praise and support brands like REI and TJF are getting from both their happy employees and buyers, it’s clear that they knew what really mattered to their buyer personas when they made this call.

Their audience cares about family and quality time. They don’t want to be tempted to go out and shop and they don’t want to support a brand that would ask them to. 

The lesson here is know your buyer persona and stay true to your brand. When it comes to making a sensitive decision like staying open on a major holiday, ask yourself, what would my buyer do?

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE