Since Thanksgiving evening and through today, millions of people in the US are descending on retailers to try to take advantage of deals offered only one day, simultaneously trying to take advantage of the worst excesses of materialism in the US, even while further encouraging the system that creates such excesses.
Sadly and more than a little bizarrely, “Black Friday” has stopped being a strictly US phenomenon. Yesterday was just any old other Thursday in Brazil – the next-to-last day of the workweek as summer approaches. And yet today, numerous Brazilian stores and online retailers are promoting “Black Friday” to try to get Brazilians to shop, too, participating in a decidedly-US phenomenon without any of the traditional celebrations that define the US’s Thanksgiving the day before. And while the hordes in the US set out to find that great deal on the 60-inch TV but settle for a cheap juicer they won’t even use when the TVs are sold out by 3AM, Brazilians hoping for a deal are often going to find themselves disappointed or ripped off, as many of the “deals” are either false, or tied to other conditions. And it’s not just traditional retailers. Even Carta Capital, one of the more widely-published and generally-respected progressive print journals in Brazil, is offering “Black Friday” discounts on subscriptions today.
Scholars and critics of globalization often lament the homogenizing and capitalist-driven effects of an increasingly globalized culture. That the very idea of “Black Friday,” or US consumerism at its most bare-faced and vulgar is now becoming the model for other countries is doing little to challenge that perception.