Sound and fury on Black Friday quiets down - a little

Is Black Friday still a thing?

Sure, there will be door-buster deals early Friday morning. And yes, some stores will open their doors Thanksgiving afternoon, betting shoppers will open their wallets. Retailers have succeeded in an Einsteinian feat, stretching time and making "Black Friday" last several days.

The "shopping holiday" hasn't held true to its etymological roots for many years. The financial condition of a modern retailer doesn't hinge on one day. With around-the-clock selling, personalized shopping suggestions and dynamic pricing, retailers and their investors can't afford to wait until the Friday after Thanksgiving to ensure profitability. It's measured quarter-to-quarter, month-to-month and product-to-product.

Black Friday is turning increasingly gray but not for a lack of trying. There will be special discounts, plenty of advertisements and lines of unnecessarily frenzied shoppers. Through the years, consumers have been conditioned to release pent up spending, but competition and technology have sapped the day's profit power. At least one chain, privately owned outdoor gear retailer REI, has turned its rejection of Black Friday into its own marketing strategy. REI stores will be closed and its website will postpone digital orders made on Friday.

No other major retailers are following REI's lead. After all, they have public shareholders to answer to.

The holiday spending season does not begin in the week ahead. It just continues.

Tom Hudson, financial journalist, hosts "The Sunshine Economy" on WLRN-FM in Miami, where he is the vice president of news. Follow him on Twitter HudsonsView.

This story was originally published November 20, 2015 at 5:23 PM with the headline "Sound and fury on Black Friday quiets down - a little ."