Not everyone is buying into “black Friday” these days. In Oakland, there has been an effort to encourage shoppers to think about an alternative type of shopping. They could show support by wearing plaid while doing their shopping.
Oakland’s independent businesses are asking residents today to bypass “Black Friday” and celebrate “Plaid Friday” instead, by doing their post-Thanksgiving shopping at independent, locally-owned businesses.
A more extreme alternative has been promoted by Adbusters, Buy Nothing Day, where people can protest consumerism by buying nothing on the day after Thanksgiving. Certainly for some people, freedom to not choose is more important than being free to choose.