Some shoppers are gearing up to hit the stores this evening for Black Friday sales that have now crept into Thursday. Sears and Walmart are starting their sales at 8 pm, and Target at 9 pm. But what motivates people to brave the Black Friday shopping frenzy?
Jane Boyd Thomas is a marketing professor at Winthrop University in South Carolina. She wanted to understand the ritual of Black Friday shopping – why some people have turned it into a family tradition.