Categories
Culture

My favorite Black Friday tradition? Complaining about Black Friday.

It’s Black Friday—the highest of high American holidays.

For years, I puzzled about the traditions that have built up around the start of the holiday shopping season. “Who in their right mind,” I wondered, “would willingly wake before dawn to stand outside in sub-freezing temperatures, on the off chance that they might score a slight discount on a terrible TV set?”

And so I scoffed at the plebian masses, standing in line for the right to be the first to sprint into their local Wal-Mart. I shook my head sagely when the local news aired videos of shoppers trampling and berating each other to get their hands on the latest disposable toy. I rued the erosion of a family-oriented holiday and derided retailers who opened their doors on Thanksgiving evening.

Looking back, I relished my own Black Friday tradition: complaining about Black Friday.


Alas, I gave up my right to sneer at early holiday shoppers a few years ago—when I became one of them.

Back in 2013, at the height of the iPad’s popularity, Target announced a killer Black Friday deal: $20 off, plus a $100 gift card. I had been hankering to join the “post-PC revolution” this seemed like the perfect opportunity.

But to snag the discount, I would need to show up, in person, at the local Target outlet at 6 PM on Thanksgiving itself. With some embarrassment, I explained to my wife that I would be slipping out to shop. (Fortunately for me, she was more amused than annoyed.)

The shopping sojourn went as planned. I bought the tablet without incident; no sprinting or elbows required. I even sort of enjoyed the cultural experience—chatting up other people in the line as we waited for the doors to fling open. Power-walking through the store to the electronics department. Clutching my hard-won prize on the victory walk back to the car. Most of all, I felt a strange kinship for my fellow shoppers, who like me saw fit to celebrate the Day of Gratitude by buying more stuff.

As the Black Friday fever subsided, though, I found that I had lost more than I gained. I never really found a good use for the iPad itself. (For me, tablets have always fallen “into the cracks” between devices: worse for portable usage than a phone and worse for “real work” than a laptop.) In the ensuing months, I couldn’t really justify going to such lengths to secure a device I barely ever used.

The lost money and squandered family time are bad enough. But I have a more poignant regret about my participation in Black Friday mania: I lost any credibility as a couch critic of America’s bizarre shopping celebration. How can I sneer at the “mindless hordes” gathering outside the nearest Best Buy when I’m one of them? ■

Categories
Apple Culture

Why Apple’s retail stores make me nervous

I grew up in Johnstown, Pennsylvania, a city with an ignominious reputation as a place where the rich abuse the poor. There are two infamous examples: first, a devastating, deadly flood in the 1800s, literally caused by the negligence of wealthy country clubbers. Second, the calamitous collapse of Johnstown’s manufacturing economy, caused by the steel industry’s decline. Tens of thousands of local workers lost their jobs.

As I was growing up in the 80s, Johnstown’s steel mills were shuttering en masse. Robbed of its primary industrial driver, the town imploded in slow motion. Retail decay was everywhere: once-bright storefronts patched with plywood. A deserted downtown. The closest grocery market transforming into a half-empty thrift store. Everywhere you shopped, things felt old and broken. Dingy, cavernous, fluorescent-lit spaces became the norm.

Uncomfortable luxury

Maybe that’s why Apple’s luxurious, meticulously-maintained retail spaces make me nervous. Its outlets resemble high-end, big-city fashion boutiques, more than they do the Rust Belt K-Marts of my youth. For lower-middle class consumers (like me), the Apple Store is the ritziest retail experience they’ve ever encountered—let alone shopped at.

Don’t get me wrong; I can appreciate a carefully-designed space like Apple’s new Chicago store. It’s gorgeous, thanks to its riverfront location, its two-story window wall, and its premium materials (e.g. a carbon-fiber roof and the familiar bleached-wood product tables).

But every time I visit an Apple retail shop, I feel guilty. I can’t help but think, “I’m paying for this experience. Apple’s charging me extra so that they can afford their premium real estate, massive video walls, and all-glass staircases.” That luxury feels like a waste and makes me second-guess my unswerving brand loyalty. “Maybe,” I think, “These products aren’t meant for people like me.”

That’s one reason I prefer buying my Apple devices online. It’s not just about convenience; it’s about willful ignorance. By skipping the manicured Apple retail store, I can overlook the ways that the Apple lifestyle grates against my childhood experience. ■