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By Jeremy Glaser | 11-24-2009 11:13 AM

Shedding Some Light on Black Friday

Morningstar's Kim Picciola says Black Friday is an opportunity for retailers to tweak their strategies as they head into the holiday shopping season, but it isn't the be-all, end-all.

Jeremy Glaser: I'm Jeremy Glaser with Morningstar.com. With Black Friday upon us, shoppers across the country are heading towards the mall. Here to talk about the impact that this is going to have on retailers is senior retailer analyst, Kim Picciola. Kim, thanks for joining me.

Kimberly Picciola: Thanks for having me.

Glaser: So there is a lot of talk about how this day is just so important for retailers' bottom line, do you think that's the case?

Picciola: Well, it is the official kickoff to the holiday shopping season, but actually the busiest shopping day tends to be the Saturday before Christmas. So while there are great deals and everyone is into the door busters and it really does kind of get consumers into the holiday shopping spirit, it isn't necessarily the most important day of the year for them.

Glaser: So if we see breathless reporters from the mall saying that sales are up half-a-percent or something like that, we shouldn't read too deeply into that about how it's going to impact the rest of the holiday shopping season?

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