From midnight on Thanksgiving night until 3 a.m., Julia Dvir’s store, “The Closet,” will further discount her jewelry, hats, belts, and purses (already 40-60 percent off). Located just 80 yards up the Fashion Square Mall from Macy’s, the boutique is trying to take advantage of people who will be lined up to shop at the national retailer.
At the other end of the mall, S.Y.L.K, another women’s fashion retailer just outside Bloomingdales, also is opening at midnight, with the hope that shoppers on the prowl for Black Friday deals at the much larger store will look up and see them as well.
“We want to pull that traffic from the early bird shoppers into our store,” manager Kathleen Moore told the Los Angeles Times.
Faced with the competition posed by colossal deals offered by major retailers – just blocks away from the mall, tents are lined up outside a Best Buy with half-price jumbo TVs for the first 30 in line – smaller retailers and specialty shops are trying to figure out how to get into the Black Friday action.
Burned in past years by setting up their deals too late – and with fully half of their yearly sales on the line between now and Christmas – the nation’s retail “little guys” are realizing that moment can’t wait.