Forget Black Friday. It’s Black Monday for Women Shoppers

Last night I had a few free minutes before a dentist’s appointment and I popped into a BCBG store. “Come on in,” trilled Michelle, the manager, “50 percent off leather, bags, sweaters because we’re starting Black Friday now!” I’ve noticed email invites from retailers, store signs, commercials all pre-empting the big day by making it a big week. The Target ads, which feature the return of the funny shopper practicing her Black Friday techniques and stamina seem old this year. By the time she flexes her muscles for Friday a.m. doorbusters, she may find she can just stroll the aisles on her own.Next year’s prediction: Black Friday will be November 1st, once the “second retail Christmas” of Halloween is done!

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In The News

This has been a busy week in the press for us.

On Tuesday I appeared on Fox Business Morning to discuss the results of Black Friday and Cyber Monday.  The interview (link to come – fingers crossed) with Connell McShane  and Ashley Webster focused on what the numbers really said about the holiday season.  For instance 31% of shoppers were at the stores by 5am on Black Friday but the sales were only up .5%.  We think that much of the phenomenon is about the bragging rights not about the doorbusters.  Women told us that they were cutting back this holiday season but the whole truth is that more than 60% of Black Friday shoppers bought something for themselves!  The urge to splurge after a frugal year won out!

Tracy was the featured guest on Purse Strings with Maria Reitan.  Her great Webmaster Radio show features different angles of marketing with women and she and Tracy had a great conversation about the book and about the pitfalls of market research.

A shout out to our friends at PME for their review of our book in their Members Only – M2W-HC (Marketing to Women Healthcare) newsletter.  As I may have told you (ahem… bragged) that Mary Lou was the winner of their best speaking award for a presentation in early November.

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A P.S to the Shopping Weekend of the Year

So, Black Friday and Cyber Monday are now history. While brick and mortar retailers might not see the results as history-making, their online counterparts can throw a little confetti. Yet, it seems our survey and projections about women were right on the money—that they were willing to show up for the bargains, but hesitant to lay down their dollars. Women who professed the Half Truth of wanting to preserve their family’s traditions showed their Whole Truth at the cash register. And so much for heartfelt tradition, since spouses were the first to go on her shopping list.

The discounts will get more and more tempting as the key dates near, but unfortunately, it may be too little inventory, too late to entice her. Already popular sites are showing ‘out of stock’ warnings. Without the temptation of good choices near season’s end, and with cash running low, she may just resolve that she doesn’t want to start the new year with credit card debt and simply shut down her inner Santa altogether.

So, I predict that this year will be history-making after all. This Holiday 2009 women won’t hide their Whole Truths as they light the candles or gather round the tree: instead they’ll brag about how much they saved and deals they scored and share how content they are to go without since their husbands reciprocated with the ‘no spouse gift exchange policy’….whoops, Half Truth alert!

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NPR Marketplace: Are Marketers Reaching Out to Women?

Hear Mary Lou share women’s Half Truths with Stacey Vanek-Smith on NPR Marketplace today

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October 1, 2020
by Mary Lou Quinlan

A look at an early production of WORK

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The God Box Goes Global!

“The God Box” has grown to include an app, audio book, philanthropic venture and solo show performed by Mary Lou across the US. Now The God Box Project goes global to the Edinburgh Festival Fringe.
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