C Why Black Friday Shoppers Still Crowd Stores To many of us, the ideas of rushing out to a superstore the day after Thanksgiving is appealing. Why would anyone race to crowded stores when they could stay in with family, or watch college football? We can’t say we know the answer for sure. But we do feel amazed at those who pour into stores looking for Black Friday bargains. Seemingly, nothing can stop them. Not the weather. Not the crowds. And not the fact that hurrying to a store in the age of instant e-commerce seems so...last century. To be sure, holiday shopping habits do appear to be shifting. The National Retail ( 零售 ) Federation has stopped breaking up its holiday sales numbers by whether they come from e-tail purchases or from physical stores. It’s a pretty good sign that retailers don’t want to bring further attention to the declining fortunes of brick-and-mortar stores. But there is no denying that people still love going to stores. Actual shopping in actual places remains an important part of the holiday ceremony for millions of Americans. To many, it’s the difference between playing a sport and playing a video game. As commercial as stores may be, they are still places where actual human beings interact. In a store, the “courageous” shopper performs the approving act of finding a present. That item might be heavily promoted by the store, but it doesn’t drop into one’s cart. It is picked up and examined before a decision is made. Maybe it gets put back on the shelf when the shopper changes his or her mind. Maybe there is a conversation with a sales clerk. The process is not that different than it would have been decades ago. Online, the shopper has barely logged in before being faced with disturbing algorithmic ( 大数据的 ) suggestions based on earlier purchases. This hardly qualifies as shopping. This hardly qualifies as thinking. Perhaps we are reading too much into the Black Friday phenomenon. But we suspect one reason Black Friday remains is that it involves an act of resistance against the Internet age. That would hardly be unreasonable. There aren’t many studies showing that time spent in stores is bad for one’s health, while there are quite a few drawing a link between time spent online and depression. Perhaps the people crowding into stores aren’t the crazy ones after all.