Black Friday Goes Gray

The post-holiday shopping day was never as significant as everyone said

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Media outlets of every stripe have already been buzzing about Black Friday—the day after Thanksgiving and, anecdotally at least, the busiest shopping day of the year. For as long as anyone can remember, the day has been a marker for judging how retailers will fare for the fiscal year and a temperature reading for the economy as a whole.

Too bad it’s also a lot of hype. For the record, not only is Black Friday not the busiest shopping day of the year (that would be Dec.



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