WESTCHESTER COUNTY, N.Y. (TheStreet) -- More evidence came to the fore that Black Friday has jumped the shark, but the media is not pointing it out.


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announced that it would open at midnight on Thanksgiving, the latest, greatest store chain to stretch Black Friday, the once defining date on the retail calendar, beyond the bounds of reason.


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did the same, and more are expected to follow. Moreover, promotions in the lead-up to Black Friday are starting ever earlier. It's only a slight exaggeration to envision a post-Labor Day start before too long. Whatever the eventual starting point: the prelude to the event has become far bigger than the event itself.

But what does this mean? The Associated Press, and others reporting on the decision of retailers to Stretch Armstrong Black Friday, aren't telling us: they are just sticking to the facts. But the implications are clear: Black Friday is, as a standalone day, effectively meaningless.

The Christmas Holiday season won't be good one, but if Black Friday results are released and appear light, perspective is in order. A lot of the sales, one can only presume, will come in anticipation, a trend heightened by online shopping, which has an additionally timeless quality to it.

What kind of Black Friday are we going to see? It doesn't really matter.

At the time of publication, Fuchs had no positions in any of the stocks mentioned in this column.

Marek Fuchs was a stockbroker for Shearson Lehman Brothers and a money manager before becoming a journalist who wrote The New York Times' "County Lines" column for six years. He also did back-up beat coverage of The New York Knicks for the paper's Sports section for two seasons and covered other professional and collegiate sports. He has contributed frequently to many of the Times' other sections, including National, Metro, Escapes, Style, Real Estate, Arts & Leisure, Travel, Money & Business, Circuits and the Op-Ed Page.

For his "Business Press Maven" column on how business and finance are covered by the media, Fuchs was named best business journalist critic in the nation by the Talking Biz website at The University of North Carolina School of Journalism and Mass Communication. Fuchs is a frequent speaker on the business media, in venues ranging from National Public Radio to the annual conference of the Society of American Business Editors and Writers.

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