Oi, mate! If you aren't gonna grab anything then fuck off out the shop!"-Comment from Black Friday shopper made toward the researcher On 28 th November 2014 British shops, both online and real-world, offered a day of huge savings on a...
moreOi, mate! If you aren't gonna grab anything then fuck off out the shop!"-Comment from Black Friday shopper made toward the researcher On 28 th November 2014 British shops, both online and real-world, offered a day of huge savings on a range of consumer products under the banner of Black Friday. Retailers and superstores across the country opened either at midnight or provided extended opening hours, offering 'door buster' deals and significant discounts on a range of consumer goods. The widespread importation of the US shopping phenomenon onto the UK high-street and, with it, the chaotic disorder and sporadic violence which has become a defining feature of Black Friday in the US, represents an intriguing conundrum for criminologists. The terms 'crime' and deviance suggest a breaking of rules and boundaries both formal and informal. However on Black Friday such behaviours occurred within the quintessentially normal leisure activity of postmodernity: going shopping. The challenge for criminologists is how to offer a social-scientific analysis and explanation of such a strange mix of normativity with what appeared to be a deviation from social norms and values. While theories around the etymology of the term vary wildly, to us, the most likely explanation is that Black Friday refers to the first point in the financial year at which retailers begin to see a profit-in accounting terms moving from the red into the black (Thomas and Peters, 2011). While other explanations exist, this one appears to illustrate the import with which the sales are viewed by retailers whose very existence depends on enticing customers to part with their cash. Regardless of the origin of the term, the impact of this single day of trading was little short of staggering, with retail sales rates rising 6.4% compared to November 2013 and online spending hitting £810m, eclipsing the more modest prediction of £650m (BBC News, 2014b; Wood and Smithers, 2014). These figures alone distinguish Black Friday from the myriad other sales events throughout the calendar year, while the 24-hour 'opportunity' offered by retailers creates a desperate sense of 'event' that is largely absent from the January sales. The chaotic scenes of pushing, shoving, trampling and fighting which have become a familiar, even defining, characteristic of Black Friday in the United States emerged across several cities in the UK (BBC News, 2014), providing a snapshot of the sharp end of contemporary consumerism. Police were called to stores in Manchester, Cardiff, Newcastle upon Tyne, London, Dundee and Glasgow, among others, to deal with reports of violence and disorder. While firm official statistics on arrests and injuries seem hard to come by, Greater Manchester police confirmed making three arrests, with one woman suffering a broken wrist and head injury from a falling television during a confrontation. These were not isolated incidences whipped into a moral panic by a hyperbolic media. We witnessed several exchanges of physical violence between customers in addition to abusive behaviour towards other shoppers and staff-none of which were deemed serious enough (or perhaps abnormal enough) to constitute arrest. One notable incident involved a quite blatant display of common assault and attempted criminal damage, with the only punishment being that the perpetrator did not get the item he wanted: Author's Fieldnotes Two men, probably in their thirties are fighting over a television. They swing around and one man loses his grip slightly-it's clear who is going to come out on top. As he realises he's about to lose out, he starts to kick out at the other man's leg, swinging repeatedly at the back of the knee. When this doesn't work, he turns his attention to the television, frantically trying to rip at the cardboard packaging, and trying to yank it down toward the ground to stamp on it in an effort to sabotage his opponent's victory. Security finally intervenes, storming over and pulling the men apart, clumsily trying to move them to opposite ends of the store. As the loser is being pulled away, he swings his leg out and gets good contact, kicking the television and putting his foot through the cardboard. The television falls to the floor between them, claimed by nobody, before another shopper goes up to inspect the damage and considers a potential 'steal' of a purchase. As the original 'loser' is pushed toward the exit he refuses to leave, demanding that they provide another television despite the manager making it quite clear that they're now out of stock on that particular deal-but that he could purchase one for a slightly higher price if he wished. The man refuses, standing defiantly and demanding the original deal for several minutes. He swears to himself and, clearly irate, paces in front of the security guard who was trying to keep him from entering the shop, mirroring one another in their sideways movements. Finally after a few minutes he concedes defeat, waving his hand dismissively at the security guard and stomps off.