http://news.yahoo.com/blogs/sideshow/-walmartfights-sparks-a-trend-on-twitter-193622540.html
http://en.wikipedia.org/wiki/Black_Friday_%28shopping%29
As we know, scheduled promotions like "Cash for Clunkers" many not generate new transactions, but merely shift them to a specific date (i.e. I would have bought a TV for Uncle Bob at some point before Xmas, but I might as well go on B.F.). Sure, while you are frantically trekking through Walmart, the mob mentality and "holiday spirit" make you less responsible with the wallet, so you might be inspired to get some other items (which is incremental revenue), but it's really hard for businesses to measure if those purchases are totally due to B.F. With the "arms race" of fierce retail competition, and marketers whipping consumers into a frenzy (and now mobile broadband and social media make it even easier to learn about "great deals"), companies have to take a loss or break even on certain products just to earn some eyeballs (they likely will have to pay more for ads due to more competition). Of course they may only have 5 super-cheap TVs per store, but clearly they are pricing competitive items lower than they'd ideally want to, and likely below what the customer's normal willingness-to-pay is (sans B.F. expectations).
That is a risk too - customers are expecting great deals, so if they are sold out by the time they get to the shelves (even for folks who waited for hours in the cold), that will cause a lot of anger, and the retailer runs the risk of creating a detractor who badmouths them on social media. And that's if they're lucky - shortages may lead to riots and deaths, as we've unfortunately seen in the past. Imagine all the man-hours of extra associates, police, and other emergency responders needed to handle the B.F. madness and possible incidents. Imagine the carbon footprint of all the traffic jams and the utilities from the extra hours that stores are open (and it's getting earlier and earlier - some stores opened at 8PM ON THANKSGIVING... by 2020 Black Friday will be on Labor Day). B.F. may not drive many purely incremental sales, but it sure as heck will create many incremental traffic accidents, injuries, etc. The employees that have to deal with the insanity may get overtime pay, but they also will experience elevated stress and possibly employer resentment, which are documented to affect workplace productivity, personal relationships, and health (not to mention all the stress and panic behind the scenes where non-store employees have to rush to meet the B.F. related logistics, marketing, product launches, and other deadlines). I am pretty sure some folks at Sony and Microsoft would have liked a few more weeks to iron out the bugs associated with their new gaming consoles, but they had to get them on the shelves in time for B.F. And as far as I know, no one is getting B.F. or Xmas bonuses anymore for their extra efforts.
On the consumer side, the post-Great-Recession US shopper spends on avg. $400 during B.F. weekend (with 200M+ unique shoppers). People may not behave very rationally during B.F. (understatement of the year), so they may make inefficient and imprudent purchasing decisions that will have negative consequences on their economic viability (and that of their dependents). There are socioeconomic costs associated with frivolous spending: credit default, back taxes, late rent payments, etc. Some opportunists make money off things like that, but there will be preventable economic losses too. Also, the more we spend on shopping, the less we have to donate to charities (or even buy more medicine and healthier food). The fatigue, emotions, and sleep deprivation associated with B.F. shopping will affect shopper health, relationships, and productivity for weeks - especially during the winter time of bad weather and virus spreads. Adding all this up, I can imagine that the social costs of B.F. could easily top $1B in the US. I am not sure how much incremental profit B.F. generates (for scale, wiki says WM gets $5B from B.F., and it is ~3% of all US retail sales), but clearly it should be discounted if we want to make a fair, holistic value calculation.
Even Cyber Monday could have social costs by reducing workplace productivity and tying up bandwidth that could make pageload/latency times worse and important/emergency messages slower.
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