Just a week away from Thanksgiving, people are gearing up for turkey — and the next day's epic shopping opportunities. But it turns out, Black Friday may not be the best day for bargains after all.
Recent pricing data from Adobe Systems from 2013 reveals the best overall prices weren't offered the Friday after Thanksgiving, but the Wednesday before.
This year, Adobe predicts you'll find the best prices on Thanksgiving Day itself, with an average discount of 24 percent. The Saturday and Sunday before Thanksgiving are also a great day for deals.
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So why aren't those days approached with the same consumer intensity? Because Black Friday is the day retailers have spent millions in advertising on, in order to motivate spending.
"You're not going to get the same level of attention on Wednesday before Thanksgiving unless you do a very massive publicity effort, heavy advertising," said Lars Perner, Ph.D., a professor of marketing at Marshall School of Business at University of Southern California.
That could mean a more pleasant shopping experience for customers on those other days.
"The best time, it's starting early. It started this week already, but definitely after Black Friday as well," said Moises Camacho, the manager of Steve Madden Shoes at Glendale Galleria.
What if you brave the Black Friday crowds, only to discover what you bought got cheaper a few days later?
"You can always come back and get a price adjustment," advised Camacho.
Knowing all this won't deter die-hard Black Friday shoppers.
"It's an experience," said Glendale Galleria browser Karen Rebillaco. "It's always an experience, so I love it."