Since bargain-hunting shoppers spend most of their Black Friday money at the first stores they enter, retailers compete every year to get their attention with deeper discounts, bigger doorbusters, and earlier opening times. 2013 was no exception, and the stores that went all out reaped the rewards.
鉴于黑色星期五那一天，想要淘便宜货的顾客会将大部分钱花在他们光顾的首批门店，零售们为了招揽人气，每年都会想出不同的花招，比如，加强打折力度、增加广告商品和提早营业时间等。2013年也不例外，铆足劲大干一场的商店可谓硕果累累。
UBS Investment Research, is that 40% off is no longer enough. That sizable discount was last year’s standby figure, but this year retailers had to clear 50% off in order to be hyper-competitive. In total, 60% of the retailers UBS tracks increased their promotions in 2013. Overall, Black Friday traffic winners among specialty retail stores included, unsurprisingly, the ones with the deepest promotions, including Express
据瑞银投资研究部零售（UBS Investment Research）分析师称，来自2013年黑色星期五的首要教训是，六折已经远远不够。这一折扣力度曾是在去年黑色星期五最后时刻打出的折扣价，但为了使自己在今年具备高度竞争力，零售商们必须要拿出购物五折的优惠力度。在瑞银跟踪的零售商中，有六成加大了他们在2013年的促销力度。总体看来，黑色星期五店面人流量最多的专卖店，毋庸置疑，是那些折扣最大的商家，比如，Express、维多利亚的秘密（Victoria’s Secret）、美国鹰(AmericanEagle)、Gap和Anthropologie。
Early openings, including on Thanksgiving, were also a big draw. The National Retail Federation’s survey showed total weekend sales (both online and in stores) of $57.4 million, but 32% of the 141 million total shoppers participated on the Thanksgiving holiday itself. Traffic on Thanksgiving was up 27%, compared to a meager 3% boost on Black Friday itself.
提早营业时间，包括在感恩节当天，同样具有巨大的吸引力。美国零售联合会（National Retail Federation）的调查结果显示，感恩节周末的总销售额（包括实体店和网店）达到5,740万美元，但是在1.41亿人次的顾客当中，有32%加入了感恩节当天的血拼。感恩节那天的人流量同比增加27%，相比之下，黑色星期五当天仅增加了3%。
Many stores now open at before midnight on Black Friday, as early as 7pm or 8pm. Old Navy made one of the biggest pushes to open as many locations as possible on Thanksgiving night, but department stores like Macy's
现在，许多商店会选在黑色星期五午夜之前开门营业，最早是在晚上7点或者8点。老海军（Old Navy）尽了最大努力使自己成为感恩节当天晚上营业门店数量最多的商店，但是诸如梅西百货公司（Macy's）、科尔士百货公司(Kohl's) 和彭尼百货公司（J.C. Penney）等百货公司都在晚上8点开门营业时聚集了大量人流。据瑞银称，商场客流量在晚上11点达到高峰，一直到凌晨2点依然保持强劲。
In what might be a sign of pessimism about the Thanksgiving weekend returns, many retail stocks have had tepid performance on Monday. As of 3:25pm, Amazon.com
周一，许多零售商的股价表现差强人意，这或许是市场对感恩节周末收益持悲观态度的一种迹象。截至下午3时25分，亚马逊（Amazon.com）股价仅微涨0.05%，沃尔玛（Wal-Mart）小幅上升0.22%。巴诺书店（Barnes &Noble）下跌2.25%，塔吉特公司（Target）和西尔斯百货公司（Sears）分别下跌1.74%和4.51%。
Best Buy benefited not only from a strong lineup of discounts, but also staggered doorbusters that kept shoppers returning on Thursday night and Friday.
胜出者似乎是上文提到的Gap和美国鹰以及百思买集团（Best Buy）。花旗（Citi）分析师凯特·麦克肖恩（Kate McShane）指出，百思买不仅受益于其阵容强大的折扣力度，同时还有令人惊喜的广告商品，使周四晚上和周五的回头客增多。
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