MEDIA WATCH: Black Friday sales lose indicative pull

Although Black Friday sales rose nearly 11% from the previous year, Wal-Mart's disappointing Friday sales results, along with overall weak numbers across US retailers during the weekend after Thanksgiving, yielded mixed predictions for the holiday season.

Although Black Friday sales rose nearly 11% from the previous year, Wal-Mart's disappointing Friday sales results, along with overall weak numbers across US retailers during the weekend after Thanksgiving, yielded mixed predictions for the holiday season.

However, many reports noted that Black Friday is not the key shopping day it once was, and therefore the results from Thanksgiving weekend are not a great predictor for total sales this holiday season. Most frequent messages 1. Black Friday sales were strong for all but Wal-Mart 2. Friday results aren't a predictor for total holiday- season sales 3. While Friday sales were strong, rest of weekend was weak 4. Upscale stores will win over discounters 5. Online sales are strong this season Based on 39 US newspaper stories appearing November 27-30, 2004 Evaluation and analysis by CARMA International

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