Find your Black Friday bliss

Black Friday is looking kind of blue … for retailers anyway. While sellers may be suffering, Black Friday shoppers who have the funds may get some of the deepest discounts on all sorts of merchandise in recent years.

The annual shopping holiday is known for “doorbuster” sales —- huge discounts on key merchandise —- and a grab-bag of gimmicks that retailers employ to lure shoppers through the door.

Most major retailers offer some type of Black Friday promotion, and some go the extra mile to market their sales. Some stores and local malls such as North Point in Alpharetta are opening at midnight late Thursday to extend Black Friday shopping time. Shoppers who wear pajamas to Prime Outlets in Calhoun will gain midnight entry, and the first 500 will receive a free goodie bag. Best Buy will reward one local winner of a 250-word essay contest with a $1,000 gift card, a limo ride to and from Best Buy and a Flip camcorder to document the event. Earlier this month, Sears began offering pre-Black Friday sales and made layaway available for some merchandise.

Still, anyone who has braved Black Friday knows it is about so much more than just a sale. It’s the thrill of shopping in the wee hours. The rush of scoring that coveted product at the lowest price it has been all year.

BLACK FRIDAY SURVIVAL GUIDE

Follow these tips in our shopping survival guide to keep ahead of the frenzy and ward off the Black Friday blues:

How to get a real sale

How do you know if 30 percent off is really a sale? You don’t. It’s pretty much impossible to know a retailer’s markup.

However, if you are going for advertised Black Friday “doorbusters,” you’re almost guaranteed to be getting a substantial discount. Stores price these items to attract shoppers and plan to lose money on them, says Michael Brim of bfads.net, a site that gives shoppers an early look at leaked Black Friday ads from places such as Sam’s Club, Staples and more.

Before hitting stores on Black Friday, Brim suggests taking the time to comparison shop. For example, in leaked Black Friday ads, Sears advertised a Panasonic 42-inch plasma TV for $900 that Brim spotted online for $800 at 6th Avenue Electronics (with free shipping). Several retailers including Best Buy, Wal-Mart and Sam’s Club are offering notebook computers in the $300 range. Determine which item has the features you want and which store is closest to your targeted shopping area.

You can also use the site to check the original retail price of an item against the advertised Black Friday price. There is a chance that final Black Friday prices and merchandise will change, Brim says, but you can still begin plotting a shopping strategy before the actual ads hit.

What to wear

Dressing for Black Friday is a bit like dressing for airport security lines. Wear simple, comfortable shoes and dress in easy-to-remove layers, particularly if you are shopping for shoes and apparel. For women, a fitted T-shirt or tank worn under a sweater can help avoid lengthy fitting room lines. In addition, if you’re shopping the outlet malls or other venues that require frequent indoor-to-outdoor movement, a light jacket or vest over your layers will help you keep warm without a lot of bulk.

What to eat

If you think the stores are crowded on Black Friday, just try the food court around lunchtime. Lines wrap around the aisles and tables are hard to come by. So…

1. Eat before you leave home. If you’re the camping-out-‘til-the-store-opens type, take food in disposable containers to eat while waiting in line.

2. Carry energy-providing snacks such as nuts or dried fruit and take bottled water to get you through the major shopping hours.

3. If you must have a meal out, plan to eat on your way home. Avoid restaurants in high-density shopping areas that draw Black Friday crowds.

Where to shop

Depending on the kind of merchandise you’re after and the type of shopper you are, there are any number of metro Atlanta options to get optimal return for your Black Friday time investment. Virtually any major mall in the metro area is within a short driving distance of the specialty chains such as Best Buy, Toys R Us, and Sam’s Club, all of which offer big Black Friday bargains. Here are a few suggestions:

> THE ALL-IN-ONE AREA SHOPPER: Lenox Square, Phipps Plaza, Target, Best Buy, Toys R Us … and the list goes on. Buckhead is Atlanta shopping central with retailers that range from the big box stores to boutiques and that span the spectrum from mainstream to luxury. That said, it is also very popular, which may mean bigger crowds than other shopping areas.

> THE VALUE SHOPPER: Sears and Costco are anchors of Cumberland Mall, which also is home to many of the specialty retailers found at other malls. Best Buy and other large retailers are nearby, but so are a selection of boutiques in Vinings Ivy Walk for the shopper who seeks a more exclusive shopping experience.

> The Black Friday enthusiast: A 12:01 a.m. opening may make North Point Mall an enticing Black Friday destination this season. Anchors include JC Penney, Sears, Macy’s, Dillard’s and Belk while just up North Point Parkway is Best Buy. Sam’s Club is also about a five-minute drive.

> The outlet shopper: Discover Mills in Lawrenceville has some upscale tenants including Saks Fifth Avenue Off Fifth and Neiman Marcus Last Call. The outlet center is also opening at midnight and it is a mere five miles from Gwinnett Place Mall in case you also decide to hit traditional retailers such as JC Penney, Sears and Belk.

Kids or no kids?

It’s probably best to leave younger kids at home on Black Friday. Strollers and crowds just don’t mix, though we know a few shoppers willing to use four wheels and a child as a weapon.

Younger children may also be seduced by the shopping mania and pitch a tantrum that slows your progress. That said, teens and young adults can be an asset to a divide-and-conquer shopping strategy. And you’ll have someone to help carry the bags.

HOLIDAY GUIDE

> Holiday guide

Looking for something to do over the Thanksgiving holiday? Or do you need some tips for buying the perfect gift? Check out Holiday Guide at www.ajc.com/holidayguide.