DeKALB | The age-old Christmas carol claims it’s the most wonderful time of the year, but consumer behavior may prove otherwise.

With some customers getting trampled at early morning sales the day after Thanksgiving, and others getting shot at over the latest game console, consumers are witnessing the darker side of the holiday season.

The day after Thanksgiving, or Black Friday, is traditionally known as one of the busiest shopping days of the year. Department stores bring in upwards of $500,000 before the end of the day, said Sue Schrage, Carson Pirie Scott store manager at the Fox Valley Mall in Aurora.

Massive sales kick off a store’s holiday season and may provide businesses the sales outlook for the month.

Colleen Cleary, a spokesperson for Sears department stores, said she feels Black Friday and other days with large sales are more important for the customer.

“It’s an opportunity for them to come in and get some great deals on great items,” Cleary said.

Cleary could not comment on the role the day after Thanksgiving plays in Sears’ holiday sales plans.

Other stores give incentives for customers to shop early.

“We know people are going to be out shopping, and we offer special deals and promotions to get them to come to our store,” said JCPenney spokesperson Tim Lyons.

Assistant sociology professor Adam King sees proactive shopper conduct as something to be expected.

“From a social psychological point of view, I see Black Friday as being completely rational behavior,” King said. “What the stores are doing is stratifying their market, dividing it into different layers.”

“People who have more money are not as price-sensitive and would rather spend more money than be inconvenienced while they are shopping. People with less money are more price-sensitive and are willing to be inconvenienced if it would give them a better deal,” King said.

Early-bird specials, or door-busters, are items offered at a low price for a few hours in the early morning. Sears, JCPenney and Carson Pirie Scott opened at 5 a.m., while some stores opened at midnight. Hardware giant Menards started its sale on Thanksgiving morning.

Many DeKalb residents expressed disgust at the out-of-control shopping day.

“People have gotten shot; I’ve seen it on the news,” said kinesiology graduate student Stephania Rhue. “I think it’s good to have the sales, but it’s getting out of hand. A better solution is needed.”

Many residents felt the same, and said they do not go shopping on days with such extreme sales.

“I think it’s ridiculous,” said Gayle Meier, an NIU employee and DeKalb resident. “I don’t mind people and crowds, but the craziness…it’s not worth it.”

Others feel the stores influence consumers in their behaviors with competitive pricing and undersized quantities.

“It’s a U.S. thing,” said DeKalb resident Lisa Gorchels. “The stores add to it all with lower prices, hype and advertising.”

The mind of a ruthless shopper

“Black Friday inconvenience is really a pretty smart plan on the part of the stores,” assistant sociology professor Adam King said. “Huge stampedes of shoppers and big inconvenience are exactly what they want, to draw in the people who won’t buy without the low prices while keeping the higher-paying customers for later. I wouldn’t expect to see Black Friday become any easier over the years, since that goes against the whole idea.”