Across Connecticut, shoppers eager for Black Friday deals lined up just before dawn to snag some savings.
Most stores were closed for Thanksgiving, but opened early Friday to kick off the holiday shopping season that usually helps retailers into the black. Major retailers, including Walmart, Target, Best Bu, and others, all opened their doors at 6 a.m.
More people were expected to be shopping this year.
An estimated 182 million people are planning to open their pocketbooks to shop in store and online from Thanksgiving through Cyber Monday this year, according to the annual survey released by the National Retail Federation and Prosper Insights & Analytics. And 130 million Americans plan on shopping specifically on Black Friday across the country.
According to the survey, 74% of holiday shoppers plan to shop during the five-day Thanksgiving holiday weekend this year.
At Westfarms mall in Farmington, doors opened at 6 a.m. and lines formed at the entrances. The mall offered its signature savings with several stores offering free goodies, including tote bags and even jeans with select purchases.
“Black Friday is more of a tradition for our shoppers,” said Amanda Sirica, marketing and public relations for Westfarms. “They come with their moms, dads, daughters, sons, aunts, and uncles. Many college students are home from college and it’s really a family event for many.”
In previous years, shoppers would line up Thanksgiving evening into midnight and doors would open shortly after. But since the pandemic, no major retailer or mall in the state has opened before 6 a.m. Sirica said that the mall aligned its hours with several other retailers to meet changing consumer trends.
It was early enough for Courtney Ciras from Ludlow, Mass., who drove to Westfarms a little before 6 a.m.
“It’s like that one day of the year you can get up and go shopping really early,” Ciras said. “I like getting up early anyway so it works out for me. I’m a teacher so I try to get as many deals as I can.”
Among the most popular Black Friday destinations at the mall include the LEGO store, Macy’s, Victoria’s Secret, Vineyard Vines, and Yankee Candle, according to mall officials.
“At 6 a.m. people were already here walking around and waiting at specific stores that we’re giving away gifts with purchases,” Sirica said. “Today we’re seeing a lot of 50% and 60% off store savings. So there’s some really great deals for our shoppers.”
While several other major retailers offer extended online savings both before and after Black Friday with Cyber Monday and pre-Christmas deals, the historic shopping day remains for many a fun-filled experience.
“The deals are pretty good, but it’s also just a fun event. So why not come out and do some shopping and get in the holiday spirit?” said Old Lyme resident Damian Reardon who was shopping along with his daughter. “We got here around 6:30 a.m. and went into a couple different stores already. We’re getting our Christmas shopping done.”
While many shoppers know exactly what deals they are after, some come to just browse and look around. Sirica said that shoppers who arrive when doors open generally are more targeted in what they are buying. As the morning rolls on, more shoppers start to trickle in browsing for deals and looking for gift ideas. The mall offers an app that shows every Black Friday deal and freebie available so shoppers can plan their destinations and even mark the route they need to take.
Joan Simone of Torrington said she came to the mall around 8 a.m. without having anything specific in mind.
“We came here aimlessly not really knowing what deals we’re going on,” Simone said. “I was just here looking at LEGOs and got a good deal on a LEGO set for my niece. I’m more of a touch-it and feel-it type of person. Because you really don’t know the quality of things online. I like being able to see things up close before I buy.”
The day after Thanksgiving has long been regarded as the beginning of the Christmas shopping season since at least the 1950s, according to the NRF. The day has previously marked the arrival of Santa Claus, Christmas decorations and music. However, in recent years, the Christmas season has come earlier.
At Westfarms, the annual center-court Christmas display was set up earlier this month and Santa Claus arrived on Nov. 11. Mall officials said that children can get photos with Santa until Dec. 24. While walk-ins are welcome, the mall strongly encourages reservations. Anyone who books an appointment also receives an advance call from Santa before the photo visit. A “Sensory Santa” experience is planned for Dec. 3, from 10 a.m. to 11:30 a.m., in collaboration with Autism Speaks.
Bristol resident Scott McNeal has been coming to Westfarms mall for the last three years dressed as Santa Claus on Black Friday. But McNeal, a retired insurance worker, isn’t employed by the mall. Instead, he passes out candy canes to shoppers and greets children as he poses for free photos.
“Everyone seems to think I’m an employee, but I just do it for fun,” McNeal said. “I wanted to do something that can spread some holiday cheer and pass that on to other people, especially with all the doom and gloom nowadays. It’s just fun to see someone’s face light up.”
Other shoppers don matching pajamas and festive T-shirts, making Black Friday a family affair of both holiday spirit and fashion.
“I see many groups yearly come here with shirts that say ‘Up all Night for Black Friday’ and every year they update the shirt,” Sirica said. “It’s really exciting to see those traditions carry on year after year.”
Westfarms offers shoppers extended holiday hours and this weekend the mall is open 9 a.m. to 9 p.m. on Saturday and 11 a.m. to 7 p.m. on Sunday.
Stephen Underwood can be reached at sunderwood@courant.com
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