Checking my email this Friday morning, about 90% of my inbox consisted of alerts and advertisements of the latest bargains from several retail stores. This could only mean one other thing: Black Friday.

November 25th 2011 is known throughout all of North America to be Black Friday. Consumers are rushing around the malls for the crazy sales, Canadian citizens are fleeing to make it past the border for the deals, and hundreds are checking out all the bargains their favourite clothing stores have to offer online. What makes this phenomenon such a joy to take part in?

Although many are perhaps stocking up on Christmas gifts, others show that it is simply the exciting atmosphere that captivates them to shop. “When everyone is talking about all the sales happening, it makes me want to join in on the fun”, states Madeline, a 16-year-old student in Toronto. Her classmate, Anna, continues, “When I get to the store, I realize that the bargains aren’t actually that great, but if all my friends are purchasing something, I don’t want to feel left out, so I buy an item too.” The tendency to have unnecessary spending is more common with teenagers, as it is during this period of time when peer pressure plays a dominant role.

On the other hand, many Canadian families are taking a road trip south to the United States this weekend, as a way to bond. It is a win-win situation, as the parents wish to take advantage of their neighbouring country’s deals, and the kids are more than happy to receive new clothes and toys.

Likewise, the International Journal of Retail & Distribution Management also performed a study that Black Friday is actually an opportunity for family members to bond; especially for the females to strengthen their relationships through the same passion. In fact, the thrill of shopping is one of the few hobbies that different generations can relate to. “My aunt and I can never really keep up a good conversation”, claims Tracey, a 13-year-old living in Toronto, “but when we go shopping, suddenly, we’re able to smile and laugh together like old buddies.”

Ultimately, Black Friday is a day where both miraculous and unusual things happen. For instance, Elayne Boosler, an American comedian, one said, “When women are depressed, they eat or go shopping. Men invade another country. It's a whole different way of thinking.” The only exception to this case is Black Friday, as both the women and men unite to invade another country for the latest bargains.