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‘Customers Don’t Want To Touch Things’: Retail Expert Says Black Friday In 2020 Will Be Drastically Different

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WBZ4 CBS Boston – 11/27/20

With many customers unwilling to buy gifts in-person because of the pandemic, Black Friday will look much different in stores this year. WBZ-TV’s Kristina Rex reports.

See insights from Ken Morris, principal at Cambridge Retail Advisors, on how Black Friday 2020 will be different in some ways but in some ways the same as every other year.

“Customers don’t want to touch things anymore,” said retail expert Ken Morris. “They’re afraid to gather.”

Most stores will open at 5 a.m. at the earliest on Black Friday. Still, many customers will not want to shop in person.

And that’s something big name stores that typically rely on Black Friday have to prepare for.

Instead, this year, sales are stretched out over a few weeks, and the way we show has changed.

“You can buy online and pick up at store, so you don’t have to fight the crowds,” said Morris.

Morris also says studies show that for those who do plan to shop this Black Friday, many plan to support local businesses rather than big brands.

“They’re going out of the business like crazy,” Morris said of local businesses. “People say a quarter of the businesses if this pandemic goes as long as we believe it will go under.”

Many small shops have added options like curbside pickup, and while Black Friday 2020 may not match other years, Morris thinks the shopping holiday will be back as soon as it’s safe.

“I think people love the theater of shopping,” said Morris. “They like that madness.”

View the TV clip here: ‘Customers Don’t Want To Touch Things’: Retail Expert Says Black Friday In 2020 Will Be Drastically Different (2:07)