Walter Loeb, writer of “Black Friday 2013 Backfires On Retailers. Can Cyber Monday Save Them?”, has had much success in the retail industry, leading him to become President of Loeb Associates Inc. in 1998. Due to his numerous achievements in the retail industry, he is a credible source to discuss the flops of this past Black Friday. Black Friday is the most anticipated sale of the year that causes people to flock to stores early in the morning in order to get the best products. Stores usually don’t open until it’s Friday but, this year, stores opened on Thanksgiving. That move, according to Loeb, may have hurt the sales of Black Friday. In his article, he discusses and proves to his general audience that sales this year weren’t spectacular and that Black Friday shopping is not how it used to be. He proves this by using logic, a personal standpoint, and factual support. Loeb uses a combination of fact and logic to show the idea that Black Friday, along with the then coming Cyber Monday, weren’t as successful as previous years. He wrote, “I think that Walmart changed the whole tempo by opening on Thursday at 6 PM with big value promotions followed by additional great value specials at 8 PM.” He gives a logical idea that changing the opening time of a store caused a shift in the general Black Friday concept with factual evidence as support after the quote. Loeb also uses a first-person-point-of-view and shares a past experience to prove how Black Friday shopping has changed over the years. By adding his own opinions and personal experience(s), Loeb creates an even bigger sense of credibility because he is sharing his own ideas after he has had those experiences in the retail industry. He shows that he knows what he’s talking about. Anyway, Loeb manages to shed some light that due to an increase in discounts after Black Friday, that shopping day and Cyber Monday did not help businesses much this year and that the shopping experience has changed due to stores opening earlier.
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