Consumers look to brands for stuff, not moral guidance

Increasingly brands are reacting against the madness of Thanksgiving shopping. Last year REI, T.J. Maxx, HomeGoods and Apple, among others, chose to close their doors to the crowds. They took the noble view that a holiday which is meant to be about family and community had been hijacked by consumerism. It made sense. Closing their doors for the day demonstrated a brand purpose and spoke to the 65% of consumers who admit they “hate or dislike’ the trend of retailers opening stores on