Black Friday or Coffee Friday?

November 27, 2010

Beth Tuttle of KIMT in Mason City, Iowa, reported that a local coffee shop, Cabin Coffee, opened at 3 a.m. on Black Friday for the second year in a row. It looks as if they‘ve established a new tradition, because there was a fairly long line. Previously, when the shop opened at six, they had people at the door and cars at the drive-through waiting for the staff to start serving. Seems the early shoppers need their cup-a-joe before braving the malls and department stores in the traditional opening of the Holiday Shopping Season.

With stores opening from anywhere between midnight and six in the morning last Friday, many coffee shop drive-through windows were open by at least 2 a.m. and doing a thriving business. For some, like the stores, it was the busiest day of the year.

This is more evidence that the coffee shop with drive-through fills an important niche in today’s high-stress society. More and more consumers want to start their day with a good cup of coffee on-the-go, indicating that coffee fills a comfort food void for many of us. Or maybe it’s just that we need a little more motivation to get up and start shopping in the middle of the night. We can imagine what transpired shortly before the car pulled into the line with a sleepy couple inside. Did the wife promise her husband a cup of his favorite brew and maybe a sweet roll if he’d start shopping early? Did anyone bother to go to sleep at all after a late night at Grandma’s putting down a hunk of turkey and a slab of pumpkin pie? So it’s entirely possible that the coffee becomes a necessity so the shopper doesn’t fall asleep in the bedding department while looking for toys for the tots in the adjacent toy department.

It wasn’t just the coffee shops that were serving coffee Friday morning. More than one mall shop advertised free coffee beginning at 6 a.m. on Friday.

Wherever the shopper procured their Black Friday coffee, it can be concluded that the cup of coffee is a fundamental part of the seasonal holiday shopping experience, for whatever reason. Of course, there are still a few procrastinators that won’t join in the holiday shopping rush, but who slept in on Black Friday and lazily enjoyed coffee from the home brewer in the peace and quiet of home. Why waste a day off by getting up at the crack of dawn and waiting in a line as is done on normal workdays? Especially when the home espresso machine works so well and there are now abundant choices in coffees thanks to ROASTe.com.

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