A SPECIAL ADVERTISING SECTION OF THE COLUMBUS DISPATCH
FRIDAY, NOVEMBER 21, 2014
Survival Guide
INSIDE: Survival Kit Countdown to Black Friday
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THE COLUMBUS DISPATCH | Special Advertising Section | FRIDAY, NOVEMBER 21, 2014 ■
ILLUSTRATION BY STEVE STEINER
The countdown begins: Are you ready? BY CAROLYN DIX DISPATCH ADVERTISING SPECIAL SECTIONS
Survival Guide Vice President Sales Abby Clark Special Sections Advertising Editor Rebecca Walters Special Sections Assistant Melanie Houser Black Friday Survival Guide is a publication of The Columbus Dispatch Advertising Department. For more information, call (614) 461-5000.
Black Friday is just a week away. Are you ready? The day after Thanksgiving is one of the most anticipated shopping days of the year. Several big-name retailers offer big-time discounts that you — and everyone else — want to cash in on. You’ve experienced these situations firsthand, or you’ve heard the stories — long lines, packed stores and mad dashes to get the best deals possible. The Black Friday shopping experience is not something to go into unprepared. There must be a plan. There must be store blueprints. OK, maybe not store blueprints. We are here to help. Our Black Friday survival kit will ensure you have everything you need to come out on top. Couponing expert Laurie Dixon shared her tips for finding the best Black Friday deals, and we have delicious recipes from some of Columbus’
top chefs to ward off any post-Thanksgiving turkey withdrawal. Plus, we share how to cope when the shopping is over, and you have to return to your regularly-scheduled life — the one not filled with the best sale prices. But first our Black Friday countdown. What should you do to prepare for one of the biggest shopping days of the year?
stroller with hefty items to practice running with a heavy shopping cart. Don’t forget to stretch. • Map the best route to your favorite stores. Check alternative routes in case of traffic. • Renting a moving truck or trailer for Black Friday? Good call. Go pick it up before the stores close for the holidays, and if you have a trailer, go ahead and hitch it to your car.
TWO DAYS BEFORE
ONE DAY BEFORE
• Make your holiday shopping list. Check it twice. • Hire your line place-holder. Sure, it may not be an “official” thing, but you might want to slip your nephew a twenty, and then ask him to stand in line outside all night so you don’t have to. And make sure to get him a Black Friday Team Official Line Holder t-shirt from Zazzle.com so everybody knows he is the real deal. • Build up your stamina to run after those deals throughout the day and night. Sprint from the front door to the mailbox and back. Fill your tot’s
• Enjoy a day of football on TV with the fam. While you are watching, make note of the teams’ defensive moves. Huddle up with your Black Friday helpers and strategize your game plan, and be prepared to pull an audible. You never know what the other shoppers will throw at you. • You know what? Those football helmets are a good idea. It will save you the time and hassle of doing your hair in the morning, and it will keep
See COUNTDOWN Page 4
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THE COLUMBUS DISPATCH | Special Advertising Section | FRIDAY, NOVEMBER 21, 2014
Black Friday moments
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Readers share their plans of attack and memories All in the family helping hands In my family, Black Friday shopping is tradition. Ever since I was a little girl, my entire family has piled into my parents’ RV and headed out to get in on all the Black Friday deals. It started as a way to get gifts for a battered women’s shelter. My uncle is a pastor, and he “adopted” a Columbusarea shelter. The women and the children staying there have to be kept safe and therefore can’t leave. Every year he gets lists of what everyone wants. We send all the presents to the shelter with wrapping paper, letting the moms wrap the gifts themselves. My family still does this every year. While we shop for the women at the shelter, we get our own Christmas shopping in, too. These days, about 15 family members participate, and we hit the stores around 10 p.m. on Thanksgiving. Of course, there is a strategy. We go through all the store ads and decide which stores are the most important. We learned from experience to never go to outlet stores. Not only are the deals not that good, but there is nowhere to park. The designated driver — usually my dad or uncle — drops everyone
From Tuttle, we went to Polaris and Starbucks, Delia’s, back to Aeropostale, Jos. A. Banks and The Disney Store. While we were at the mall, we took a break and rested at a store that just off, parks and then sneaks a quick sold giant, soft pillows. By then it was nap before picking everyone up. One 3 a.m., so we went to Dick’s Sporting person stands in the checkout line Goods and Old Navy. while the others fan out and shop. Around 4 a.m. we went to Waffle The RV comes in handy, with a bathHouse for breakfast since we had room for everyone and a place to keep worked up quite an appetite, and the Thanksgiving leftovers when we need next stores we wanted to go to didn’t to refuel, because the family shops open until 5 a.m. After breakfast we until 4 or 5 p.m. — 18 hours straight. went to Five Below, Jo-Ann’s, and Lowe’s. By then the sun was coming Joan Neff up, so it was time to head home. One last stop at Home Depot and Target and our Black Friday shopping adventure was a success. And what does Mom think about our adventures? Well, she stays in bed, sleeps and shops online the next day. Sisters Danielle Mason, 10, (left) and Samantha Mason, 12, making their Black Danielle Mason Friday map last year.
2012 Black Friday was a busy all-nighter
In Our Family, we take Black Friday VERY seriously. In 2012, my sister, dad and I went to bed at 10 p.m. and set our alarms for 11 p.m., since the malls opened at midnight. We got up, went straight to Tuttle Mall and immediately got in line at Abercrombie Kids. An hour later we checked out and went to Justice, Sears, JCPenney, BuildA-Bear and Claire’s. We wanted to go to Aeropostale, but the line was way out the door. It was fun to see all the girls lined up to take pictures with the boy models in their swimsuits outside of Hollister.
Our Ultimate Black Friday 2013 Plan of Attack 1. Scour over the Black Friday ads on Thanksgiving Day. 2. Make a list of the deals we want to get and where to go to get them. 3. Draw a map with what times the stores will open and their locations. 4. Before leaving at 11 p.m. on Thanksgiving night, tuck mom into bed and kiss her good night.
The 7 stages of recovery BY CAROLYN DIX DISPATCH ADVERTISING SPECIAL SECTIONS Like all good things, Black Friday must come to an end. After a day of running around, waiting in lines and delighting over your amazing savings, you may experience an array of feelings you were not expecting. Do not worry — you are just going through the seven stages of Black Friday recovery. Euphoria: It’s over! You did it! Not only did you cash in on some of the best deals of the season, but your Christmas shopping is over. Stockings will be stuffed, the Christmas tree will be rooted in presents, and you even got a few things for yourself. Give yourself a pat on the back. Depression: All that planning. All the anticipation. You coupon-clipped for weeks. And now it is over. Your Black Friday skills will not be needed for an entire year. The savings high has waned, and you are feeling down. At least you can curl up on the couch in that new comfy blanket you bought at 50-percent off. Denial: No … it’s not over. There are still deals to be found, and you are the one to find them! Did you really check everyone off your Christmas list? There must be someone else to shop for. The
dog needs new toys! Oh, you already bought those too. There must be something. There will be more shopping. There will be more savings. It isn’t over. Relief: You know what? You are glad it’s over. You made it through another Black Friday successfully, and you really are not in any hurry to go through it again. You can sit back and relax knowing your Christmas shopping is over. Anger/Resentment: What? There were coupons that you missed? And your friends are calling you about all the great deals they found. You did not get those deals. You never even made it to those stores. How were they so much better prepared than you? Jealousy: Everybody seemed to get better deals than you. Sure, you got a new LED TV at a super discounted price, but your neighbor came home with an even bigger LED TV. You should have planned better. Next year you will be the one finding the best deals. You will envy no one. Acceptance: It really is over. There is nothing else to do but wrap the presents. Sure, some folks may have found better deals, but you will be making your friends and loved ones very happy with your thoughtful gifts. Now sit back and relax. After all, Cyber Monday is just around the corner.
5. Recruit Gramma to be our chauffeur. 6. Have Gramma drop us off at the front doors of each store. 7. When done, which is sometimes one hour or longer, call Gramma, who is waiting in the parking lot, to come pick us up at the front door. 8. After working up an appetite, take a break to eat breakfast. 9. Repeat steps 6 and 7 as necessary. 10. When all shopped out at 8 a.m., go home, wake Mom up and have her tuck us into bed. Samantha Mason
Turkey for breakfast You cooked enough turkey to feed the family for a week. But, chances are everyone will tire quickly of eating leftovers. What to do? Get creative. Anne Boninsegna, co-owner of The Kitchen, shared a recipe she loves for Thanksgiving leftovers. “Thinking of the leftovers
as breakfast or brunch helps separate your mind from the idea that they are eating Thanksgiving dinner all over again,” she said. We think this could be a delicious meal to get you ready for a day of Black Friday shopping … or your morning meal after the midnight sales.
Thanksgiving Leftover Frittata Serves 6 Ingredients: 2 tablespoons olive oil 2 cups leftover stuffing 1-2 cups leftover turkey 1-2 cups leftover vegetables (carrots, green beans, corn, etc.) 8 eggs ¾ cups milk ½ teaspoon mustard powder ¼ teaspoon ground nutmeg Kosher salt and ground pepper 1 cup cheese that you have on hand (Swiss or Gruyere would be great!) 1 tablespoon parsley chopped Directions: 1. Preheat broiler 2. Place olive oil and leftover stuffing in the bottom of an oven-proof skillet. Warm over low heat on the stove. 3. Add leftover turkey and vegetables to skillet and warm gently 4. In a bowl, whisk together eggs, milk, mustard powder, ground nutmeg, salt and pepper. Pour into skillet and cook over low heat seven to nine minutes until just starting to set around the edges. 5. Top with cheese and place under broiler about two minutes. Keep a close eye on it. Remove when eggs are set and cheese is bubbly and toasty. 6. Top with parsley and serve with mashed potato pancakes!
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THE COLUMBUS DISPATCH | Special Advertising Section | FRIDAY, NOVEMBER 21, 2014 ■
Black Friday survival kit BY CAROLYN DIX DISPATCH ADVERTISING SPECIAL SECTIONS The most successful Black Friday shoppers are the ones that show up to the stores prepared … for anything. That is why we put together the Black Friday Survival Kit, so you can go toe-to-toe and aisle for aisle with the Black Friday vets. Don’t head out for your Black Friday shopping spree without these survival tricks in your back pocket … along with the keys to the moving truck.
1. Moving
truck or trailer hitch
Sure, the back seats in your minivan fold down, but will that be enough room to bring home everything you buy on Black Friday? Not if you’re doing Black Friday right. We certainly do not want you to go overboard — we are just letting you know that you can rent trucks up to 26 feet long. We recommend enticing family members to help you load and unload with yummy turkey leftovers.
2. Drinking
helmet with straws
We love a good beer helmet as much as the next person, but on Black Friday, leave the beer at home for your post-shopping relaxation and fill your helmet with two big cups of coffee or energy drink.
Thank goodness for 24-hour drivethroughs and double shots of espresso. You get your caffeine boost to wake up from your food coma, and the helmet straws let your hands stay free to snag up all the deals.
3. Elbow
pads
When you have your eyes on the prize, it’s hard to look at where you are going. Sharp countertop corners, shelves jutting out at the end of aisles, swinging shopping baskets — you name it, you might run into it. But you’ve got it covered — with elbow pads. Elbow pads (and knee pads, for the more clumsy among us) will let you bounce right back and keep on shopping. Nothing gets between you and your Disney Frozen Snow Glow Elsa Doll. Nothing.
4. Running
shoes/Skates
Remember the fancy running shoes you bought (at a super discounted price) during last year’s Black
Countdown Continued from Page 2
you up and runfat and high in ning no matter protein, perfect what comes at for staying enyou. Anything can ergized on Black happen on Black Friday. (Turkey Friday — don’t get doesn’t actually pulled out of the make you sleepy game. — it’s a myth.) • The Macy’s • Make sure Thanksgiving Day to fill your plate Parade can give with plenty of Line Holder T-shirt you lots of ideas sweet potato from Zazzle.com for distracting souffle — sweet other shoppers with floating potatoes are chock full of objects. Plus, carrying a flag vitamin C. No getting sick around is a good way for before shopping. your Black Friday helpers to • Do not leave out the find you in the crowds. pumpkin pie either. Pump• Go through the newskin has lots of fiber, and paper, and make sure you fiber helps you feel full — have clipped every coupon no need to waste precious you will need. Couponsshopping time eating on ing expert Laurie Dixon Black Friday! even suggested getting two • Put the seats down in newspapers on Thanksgivthe back of the car. Or hey, ing so you can get multiple just remove them altogethcoupons for the same stores er. This is not the time to or items. take chances. • Go to bed. You have THE NIGHT BEFORE done all you can do, and • Eat a lot of turkey you will need a good night’s — and not just because rest before your 11 p.m. it tastes delicious or for wake-up call for the midtradition. Turkey is low in night sales.
Friday? They are about to come in handy. You are going to be sprinting from your parking spot to the store. You will be speedwalking from aisle to aisle. Sensible shoes — or better yet, roller skates — are a must. No high heels. Do not even consider flip-flops. We also recommend double knots — do not let untied shoelaces slow you down. You’re better than that.
5. Rocky
theme song
It is about motivation. You’re tired. You’re stuffed like a Thanksgiving turkey. It is cold out. Bring on Rocky. Download the Rocky theme song (also known by its real name, Gonna Fly Now) to your phone or iPod before you head out shopping, and do not forget the headphones. Extra points for jumping around like Rocky did at the top of the steps when you get your hands on the TV you were standing in line for since 2 a.m. Just don’t drop it. ILLUSTRATIONS BY STEVE STEINER
Expert tips for getting the best deals BY CAROLYN DIX DISPATCH ADVERTISING SPECIAL SECTIONS Get your scissors ready — it’s time to clip some coupons. Or print them. It is the digital age, after all. Getting the best deals on Black Friday is not simply a matter of going to the store and seeing a huge discount on what you want to buy. The most successful Black Friday shoppers go into the stores with weeks of preparation. Local couponing expert Laurie Dixon shared advice for being prepared to get the most bang for your buck. • Set a holiday budget. Don’t max out your credit cards in the name of the holidays. This budget should not only include gifts (don’t forget stocking stuffers and office presents), but Dixon said it should also include decor, entertainment, holiday meals and wrapping paper. • Don’t wait until the last minute. You don’t have to wait until Thanksgiving to start learning about the sales. Dixon said ads are leaked well before
Thanksgiving. TheBlackFriday.com, BlackFriday.BradsDeals.com, BestBlackFriday.com and BlackFriday.com are some of the top sites for previewing Black Friday sales. She also suggested checking email feeds for these sites for updates and to set up a separate email account for alerts. • Have a plan of attack. Know which stores you want to visit and the order you want to visit them. Dixon suggested making a list of items you want at each store, and to add clothing sizes to the list as well. Attach coupons for each store to its designated list, and never shop without coupons, she said. • Divide and conquer. Dixon said we can’t be everywhere at once. Organize a shopping team, and divide the list. Designate one person to find a place in the checkout line “while someone else grabs the Black Friday loot.” • Shop ahead. Some stores offer big pre-Black Friday discounts, so go ahead and start your shopping early, Dixon said. You get the discounts
minus the crowds. • Do not be a fool. “Shop prices — not sales,” Dixon said, noting there will be sale signs everywhere. “Unless you know the relative value, you can be fooled into thinking you are getting a bargain.” • Have a paper trail. Keep your receipts. Remember: Department stores such as Kohl’s and Macy’s have 14-day priceadjustment policies, so if you see something you like, buy it before Black Friday and then get the discount later, Dixon said. • Do your homework. “Do your research way before Black Friday,” Dixon advised, especially when it comes to electronics. Know what features you want, because the electronics with the biggest discounts don’t always come with all the available options. And be sure to check on the warranty and return policy before purchasing. • Make the purchase. “When in doubt, buy it,” Dixon said. If you can return it, Dixon suggested to go ahead and buy anything you are not sure about, as you may not get that great price again.