SALT LAKE CITY — Retailers across the Wasatch Front are preparing for the official kickoff to the Christmas shopping frenzy that is "Black Friday," which may not be the biggest shopping day of the year, but is certainly the most anticipated and highly marketed of the holiday shopping season.
These days Black Friday shopping is starting a little at some retailers. For instance, stores at Southtowne Center in Sandy will begin their holiday season at midnight Friday with the fifth annual "Midnight Madness Jammie Jam," where customers will be encouraged to spend the night strolling the mall in their pajamas and slippers as they "shop till they drop."
The event typically draws up to 15,000 people.
"We'll have live music from midnight to 6 a.m.," said Natalie Watson, Southtowne Center senior marketing manager. There will be hourly prizes for patrons, including gift cards to mall merchants along with wrapped holiday gifts.
"The atmosphere is fun, but when it comes down to it, these people are here to shop," Watson said. "People have bags hanging off of their arms they can barely carry. They are on a mission!"
For the first time, shoppers can add Macy's department store to their list of merchants to check out.
While many shopping centers and discount retailers will open as earlier as late Thursday evening this year, others will take a more traditional approach. Most of the retailers at the Salt Lake Valley's top grossing shopping center — Fashion Place in Murray — will "wait" until 6 a.m. on Friday morning to open their doors.
"We felt that this year we wanted to try something new and different," said Celeste Dorris, Fashion Place general manager. "We've got some promotions and events that we are going to highlight that afternoon."
From 2 p.m. to 8 p.m. will be the main shopping event, Dorris said, though some stores will open at midnight Friday.
"We're changing it up a little bit," she said.
Meanwhile, some would-be Black Friday shoppers are already lining up at some retail outlets to be among the first inside when the big sales begin. Jose Figueroa and J.D. Lauret set up outside of the Best Buy electronics store in Orem on Monday so they could get a bargain on an xBox gaming system.
"For Thanksgiving, my wife and I are going to take shifts with friends so we can be with family," Lauret said. "We're going to have two people here everyday."
"I got to go to work soon so I got to call my buddy to cover the 4 p.m. to 8 p.m. shift for me and then I'll come back," Figueroa said.
Though many fanatic shoppers will brave the elements in the days leading up to Black Friday, more and more consumers are opting to shop online rather than compete with Friday's anticipated crowds. A National Retail Federation survey indicated that the average consumer planned to spend 36 percent of holiday shopping online rather than venturing out to the mall — a 33 percent increase over 2010 retail forecasts. In addition, the NRF projected 2011 holiday retail sales to climb to around $466 billion, a 2.8 percent increase over last year's numbers.
The survey also found that half of smartphone owners planned to use their mobile devices to expedite their holiday shopping and one out of 5 mobile users said they would complete their transactions using their smartphone, which could potentially put them at risk.
“As more consumers turn to their tablets and smartphones for shopping information, cyber thieves are also developing their own apps to steal your money,” cautioned Traci Gundersen, director of the Utah Division of Consumer Protection. “Try to use apps from trusted sources and don’t leave your device unattended in a public place.”
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