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Why Wait Until Saturday? Small Businesses Seek Black Friday Buzz

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But there’s a unique opportunity for small businesses, according to Ronald C. Goodstein, Associate Professor of Marketing at Georgetown University’s McDonough School of Business, who specializes in retail and consumer behavior. “With consumer confidence down this year, people will give fewer gifts but more meaningful ones,” he said. “The competitive advantage for small businesses is the ability to provide personalized service. They can help customers pick that thoughtful, relevant gift in a way that Macy’s, Walmart or Target can’t.”