On Black Friday, the Real Fight Was Online
Retailers Tried to Amp Up Their Websites—But Get More In-Person Traffic, Too
By PAUL ZIOBRO and SUZANNE KAPNER - Wall Street Journal
Updated Nov. 29, 2013 11:30 p.m. ET
Brick-and-mortar retailers mounted a furious defense on Black Friday to head off incursions into one of the industry's biggest shopping days by such online rivals as Amazon.com Inc.
The tactics were evident in stores and on websites as millions of holiday shoppers lined up to spend their dollars on highly touted deals.
Chains like Macy's Inc. opened on Thanksgiving for the first time, and giants like Wal-Mart Stores Inc. and Target moved their deals earlier Thursday, shifts intended to retrieve valuable shopping time that had been ceded to e-commerce, where the doors never close.
Best Buy Co. kept some deals hidden until customers showed up at stores, and retailers put more deals on the Web to better compete with Amazon on its own playing field.
In the early predawn hours of Thanksgiving, Jason Goldberger huddled with his team on the 20th floor of a Target Corp. building in Minneapolis to make sure everything was ready at the chain's most important store: Target.com.