Holiday '09: For Ann Arbor Black Friday shoppers, it's all about strategy

They spend hours pouring over ads in newspapers and online to chart exactly what fits their gift list, where it’s located and what time they need to be at the store to have a chance at getting their spoils.

And, most importantly, they’re figuring out how much they’ll save.
For serious Black Friday shoppers, the day is about bargains as the nation drops over $10 billion in stores that day.

What’s Shannon Lauer’s reason for shopping?

“Saving money,” she said.

“Because of the economy, this year there’s even more incentive to go out and wait in line at midnight or 1 a.m.,” said Lauer of Superior Township.

Lauer, a teacher at Pittsfield Elementary in Ann Arbor, gets excited about Black Friday for weeks ahead of the big day. And she shares that enthusiasm with two friends, Jen Duman and Kelly Hollins, who also work at the school.

The trio put themselves in the category of Black Friday shoppers who analyze how to maximize the holiday. With 78 million people hitting the stores on Black Friday in 2008 - and more projected for this year - everyone won’t land the doorbuster deals that define the day, starting as early as midnight.

But Lauer and friends think they’ve figured out the best way to score the best deals.

They’ve talked about it for weeks as the deals unfolded online.

They’ll eat Thanksgiving dinner, but wait for the real event: Lining up the Black Friday itinerary.

And they can’t wait to experience the long morning - which could turn into very long if Lauer gives into temptation to try the midnight deals at Toys R Us.

She’s not going to turn down the chance to get a good toy at 75 percent off.
“But then they have a 5 a.m. sale,” she said. “I’m not going to wait four hours in between.”

Lauer shops alone - “no one will go with me” - for her gift list, including two kids ages 3 and 5.

Duman shops alone, too, “but half the time we call each other in the middle of it.”

“We should go together,” Lauer says.

“I don’t like going with someone,” Duman said. “I’m in and out.”

Duman, of Whitmore Lake, stakes out one store, usually Kohl’s, where she’ll scout it out on Wednesday if she has time. And she buys enough that she’ll finish her shopping for about 15 people in those first Black Friday hours.

The first load goes straight to the car. Then she goes back for a second load “because my cart won’t hold everything.”

By the second load, she’ll end up standing in a line that wraps through most of the stores.

“I should bring a book,” she said.

That kind of patience doesn’t work for Hollins. She’s spent several years making Black Friday a social event with her mother, Karen Chisholm of Jackson, planning strategic store stops that included making her mom wait in line and using store’s price-matching policies to keep from having to drive all over.

Still, they’ve managed to hit 9 different stores on a good Black Friday.

“One year I saved at least 50 percent on almost everything,” Hollins said. “If not more.”

The trio gets animated as they talk about their experiences over the years, and how they’ve learned little tricks to make the shopping go more smoothly.

They’re not embarrassed that their clothes may not match because they get dressed so quickly that day.

“I just hope I don’t see anybody,” Duman said.

And they talk about being sure to ask sales associates for guidance if some merchandise isn’t obvious in the store.

“(Looking) wastes time and time is money,” Lauer said.

And they laugh.

The friends know know everyone doesn’t get their passion for the day.

“Some years, I think: Do I really want to do this,” Lauer said.

“Yes,” said Duman. “But it’s the rush.”

The rush comes with a price.

“You get exhausted,” Lauer said.

“I’m usually back in bed by 8 or 9,” says Duman.

Read more AnnArbor.com shopping stories daily in our "Holiday '09" coverage, including items about local stores, national data and how area shoppers are navigating the season through Dec. 25 at www.AnnArbor.com/shopping.