How To Avoid Black-And-Blue Friday — And Give A Gift That Gives Twice

by Freddy Tran Nager, Founder of Atomic Tango + Shopper Who Has Never Busted a Door…

With Black Friday looming around the corner, you’ll likely see the word “doorbuster” in retailer ads. It describes a shopping deal so irresistible that you’ll want to bust down a door to get at it — a notion that once sounded cute…

slightly…

a little…

maybe not.

But since people have been killed by Black Friday stampedes, advertising a “doorbuster” comes across as oblivious at best, callous at worst. It’s certainly not a word that evokes the season of giving.

(Incidentally, all that materialistic mayhem constitutes the true “War On Christmas,” not whether someone says “Happy Holidays” or “Season’s Greetings” or nothing at all.)

But even if you abhor unabashed capitalist excess, you might still feel obligated to give presents. After all, you wouldn’t want to pull a Scrooge and emotionally scar your kids (or coworkers) for life, right?

Here’s an option that enables you to steer clear of doorbusting mobs, while doing double duty in the giving department: buy gifts from your favorite charity or other worthy cause. Options:

• Museums, most of which have gift shops.
• Public radio or TV stations.
• An animal rescue or environmental organization.
• Your alma mater’s bookstore.
• Any independent bookstore.
• Small mom-and-pop businesses.
• Aspiring artists, writers, and musicians.

The benefits:

• You financially support their cause.
• If the product is branded (i.e., carries the name and/or logo), you’re publicizing the organization.
• Speaking of branding, you will look oh so benevolent and charitable.
• The gift has meaning, at least to you.
• All your shopping activity on their website helps their search-engine optimization (bet you didn’t think of that one).

Above all, by shopping from charities and causes, you’ll support another worthy endeavor: retailers who don’t use the word “doorbuster.”