A shopping event characterized by extreme behavior among retailers and consumers alike, Black Friday is becoming more tempered this year in at least one regard: It will be less of an all-night affair.
After staying open all night the last couple of years, several shopping malls are finally putting an end to those hours on Thanksgiving night.
Ridgedale Center, Rosedale Center and Burnsville Center are among those that will close their doors at midnight after opening at 6 p.m. on Thanksgiving. Those malls will reopen at 6 a.m. on the actual Black Friday.
"The traffic has shifted," said Sean Phillips, regional marketing director for CBL & Associates, Burnsville Center's operator. "The bulk of the business was happening before midnight."
CBL decided to close the dozens of malls it owns or manages around the country at midnight after talking to employees, customers and other malls. As stores have begun to open in early evening on Thanksgiving, there wasn't as much of a need for the extended hours overnight.
CBL malls don't expect sales to be affected by the change. "It was a similar spend amount," Phillips said. "It was just being done over a longer period of time."
While the interior stores at some malls will close at midnight, many anchor stores that have their own direct exterior entrances will stay open all night for more than 24 hours straight. For example, at Ridgedale Center, Macy's and J.C. Penney will stay open all night even while the rest of the mall stores close at midnight.
The decision to close at midnight this year came as fewer retailers were showing interest in staying open all night at Ridgedale. Last year, only a handful of stores such as Aldo, Express, Hot Topic and Victoria's Secret as well as the department stores stayed open all night, said Karen Alley, Ridgedale's marketing manager.