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Black Friday Changes Color As Discover Sends Orange-Clad Crew To Michigan Avenue To Ease Shoppers’ Frustrations

The hustle and bustle of Black Friday is enough to test the patience of even the most seasoned shopper. This year, Discover Financial Services surveyed Chicagoland shoppers about what ails them the most on Black Friday and plans to deploy a crew of more than 3 dozen orange-clad helpers on the Magnificent Mile today to help ease the pain of the busiest shopping day of the year.

While 57 percent of Chicagoans said they’re usually excited or happy on Black Friday, 1 in 5 feels overwhelmed by it all, according to a survey commissioned by suburban Riverwoods-based Discover.

When asked which of the following might make shopping a little easier, mood mattered the most for 66 percent of those surveyed:
  • 49 percent of shoppers said they’d like to see more courtesy among shoppers
  • 9 percent wished people would be in a more festive mood
  • 8 percent would want store associates to be more friendly
  • But 24 percent of Chicagoans said better deals mean the most to them

As for which of the survey’s five most-popular amenities shoppers would want most:
  • 48 percent wished they could have someone else stand in line for them
  • 19 percent preferred to have help finding parking
  • 14 percent would be most happy with free gift-wrapping
  • 13 percent said having someone get them a warm beverage would do the trick
  • 6 percent put a massage at the top of their list

Known for its loyalty and superior customer service, Discover listened to shoppers’ pain points and wanted to do something about it.

“At Discover, we believe in offering unique value and rewarding experiences to our cardmembers, and what could be more rewarding on Black Friday than to give shoppers helpful and friendly services that most people can’t get from their credit card company,” said Julie Loeger, a senior vice president at Discover. “We’re out here today to give everyone a little taste of what it’s like to be a Discover cardmember who enjoys helpful and friendly customer service with rewards and perks that matter.”

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