Black Friday weekend is the year’s biggest promotional event for most major U.S. retailers, and yet there are prominent holdouts ignoring it — or at least being discreet about their specials.

Tiffany & Co., Dollar Tree Inc. and T.J. Maxx are among the chains that aren’t promoting Black Friday on their websites. That’s a sharp contrast with the supersized fonts advertising sales at Wal-Mart Stores Inc., Macy’s Inc. and Best Buy Co.

In avoiding the promotional blitz, premium brands are trying to preserve their reputations, said Keith Jelinek, who tracks the retail industry for FTI Consulting Inc. in Boston. At the other end of the spectrum, lower-end chains are confident that consumers already associate them with getting a good deal.

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