每年11月、12月被视为美国人的购物季节，人们在感恩节及圣诞节有更多时间和精力购物，这段时间零售业销售额大约占全年销售总额的30%至50%。感恩节是每年11月的最后一个星期四。因此它的第二天，也就是11月的最后一个星期五也就成为年末大采购的“揭幕战”。美国商家一般以红笔记录赤字，以黑笔记录盈利，疯狂抢购往往使得卖家利润大增，“黑色星期五”因此得名。

Every November/December iS regarded aS the American Shopping SeaSon,People at ThankSgiving and ChriStmaS have more time and energy to Shopping,ThiS period of time retail SaleS account for about 30% of total SaleS to 50%.ThankSgiving iS every year the laSt ThurSday in November.So it'S the Second day,AlSo iS November laSt Friday will be the end of the year big purchaSe"opener".American buSineSSmen general with the red pen record deficit,With black pen record profitS,Snapping up often makeS the SellerS in profitS,"Black Friday"Hence the name.

　　美国零售联合会(National Retail Federation)预计，今年购物季血拼者将平均消费749.51美元，高于去年同期的740.57美元。

The national retail federation(National Retail Federation)IS expected to,Shopping SeaSon thiS year the average conSumer Shopping will be $749.51,IS higher than laSt year'S $740.57.

提早抢资源 Early rob reSourceS

　　今年无论各大商家还是蠢蠢欲动的消费者对于年底“血拼”动手都尤其的早。11月初，许多大商店已开始出售各种节日礼包，不仅承诺特价优惠，还保证库存充裕。例如高档百货公司Neiman Marcus的羊绒手套仅21美元一副，还可享受免费送货，贵妇品牌Fresh原价过百的护肤品套装仅售50美元。沃尔玛(Wal-Mart)、希尔斯(Sears)、科尔百货(Kohl"s)等都已经在感恩节前开始部份销售。

ThiS year whether each are big the buSineSSman or diStract conSumerS for the end of the year"Shopping"HandS are eSpecially early.Early November,Many big ShopS have Started to Sell all kindS of holiday gift bag,Not only promiSe Special offerS,AlSo enSure the Stock abundance.Such aS high-end department StoreS Neiman MarcuS'S caShmere only $21 a pair of gloveS,Still can enjoy free delivery,Lady brand FreSh original coSt over to protect Skin to taSte Suit for $50.wal-mart(Wal - Mart)/hillS(SearS)/Cole department(Kohl"S)And So haS been before ThankSgiving began to partS SaleS.

　　美国零售联合会发现，近4成消费者表示，影响决定去哪里购物的最重要因素是促销和打折信息。所以各大商家也纷纷提前抢占市场，“泄露”促销内容。目前，专注于在美华人市场的最大购物信息门户网站美国打折网(http://www.21usdeal.com/zh/)每天发布的最新打折信息近200条，全天24小时实时监控全美数千家网店，为网友提供准确、及时和高质量的打折促销信息，价格监控范围覆盖美国所有知名网络商城和品牌官网。其网页每日点击量在感恩节前一直成倍地迅猛增长。

The national retail federation found,Nearly four into conSumerS Said,Influence decided where to go Shopping, the moSt important factor iS the promotion and diScount information.So each are big the buSineSSman alSo in market of race to control in advance,"leak"Promotional content.At preSent,FocuS YuZaiMei ChineSe market iS the largeSt Shopping information portal webSite, that the United StateS and diScount(http://www.21uSdeal.com/zh/)Every lateSt diScount information article nearly 200,24 hourS real-time monitoring the thouSandS of home online,For the net friend to provide accurate/Timely and high quality diScount promotion information,Price monitoring Scope coverS all American famouS network mall and the brand'S official webSite.The Site daily hitS before ThankSgiving haS been manyfold rapid growth.

　　同时，为了让网友更加方便快速地获取促销信息，美国打折网还开通了官方微博(http://e.weibo.com/21usdeal)，目前已有近32万粉丝，通过微博实时发布热门打折信息；同时还与网友互动，解答疑问并提供定制的资讯，吸引了大批中国消费者。由此可见，不仅仅是美国本土销售火爆，疯狂降价打折活动在海外市场同样拥有巨大吸引力和数量庞大的粉丝。

At the Same time,In order to let netizen more convenient and faSt for promotional information,The United StateS diScount network alSo opened the official micro bo(http://e.weibo.com/21uSdeal),There are nearly 320000 fanS,Through the micro bo real-time releaSe popular diScount information;At the Same time alSo with friendS interaction,AnSwer queStionS and provide cuStomized information,Attracted a large number of ChineSe conSumerS.ThuS it can be Seen,Not only iS the local SaleS hot,Crazy price diScount activity in overSeaS marketS alSo have great attraction and large NumberS of fanS.

　　一些电子商务网站纷纷提早公布销售传单，从而让消费者能抢先浏览凯马特(Kmart)、百思买(Bestbuy)、山姆俱乐部(Sam"sClub)、梅西百货(M)和史泰博(SPLS)等大型零售商的产品价格。梅西百货也已经在本周早些时候宣布，该公司计划在“黑色星期五”午夜启动促销活动，并在其Facebook页面公布了商品价格。全球最大零售商沃尔玛(WMT)宣布，其“黑色星期五”销售将从美国东部时间11月22日20:00开始，开展三轮大促销活动，这是该公司历史上最早启动这种销售的时间安排。

Some e-commerce SiteS have been releaSed early SaleS leafletS,So aS to let the conSumer can beat browSe kmart(Kmart)/beStbuy(BeStbuy)/Sam'S club(Sam"SClub)/Macy'S(M)And ShiTaiBo(SPLS)Large retailerS Such aS the product price.Macy'S haS alSo announced earlier thiS week,The company planS to"Black Friday"Midnight Start promotional activitieS,And in itS Facebook page announced the price of commoditieS.The world'S largeSt retailerS wal-mart(WMT)announced,the"Black Friday"SaleS will from the United StateS eaStern Standard time on November 22 20:00 began,Carry out three big promotional activitieS,ThiS iS the company hiStory the firSt Start thiS SaleS time Schedule.

　　商家认为，提前动手可以让消费者有更多时间进行比较、选择价格最优、质量最佳的商品。而消费者也不甘落后，距离“黑色星期五”还有1周时间，已经有购物达人在Bestbuy店门口搭起了帐篷，表现出非凡的购物勇气。

MerchantS think,Advance handS can make conSumerS have more time for compariSon/ChooSe the optimal price/BeSt quality goodS.And conSumerS are unwilling to lag behind,diStance"Black Friday"There are 1 weekS,People have been Shopping in BeStbuy Store Set up a tent,Show Special Shopping courage.

网购成趋势 E-commerce into trend

　　据美国海外华人门户网站倍可亲和网近期调查显示，服饰/包、美容护肤品、小型电子产品在今年“黑色星期五”消费者打算入手的产品中排名前三位，52.38%的被调查者今年的家庭购物预算为900美元以上。值得一提的是，调查中，今年消费者选择在网上购物和实体店购物基本持平，但在具体购物地点的选项中，近四成网友选择了网络零售商亚马逊(Amazon)、电子商务公司新蛋(Newegg)等购物网站。

According to the American overSeaS ChineSe web portal timeS amiable and web recent Survey,DreSS/bag/Beauty Skin care productS/Small electronic productS in thiS year"Black Friday"ConSumer productS to of the top three,52.38% of the people Surveyed thiS year'S family Shopping budget for more than $900.Be worth what carry iS,In the inveStigation,ThiS year conSumer choice in online Shopping and entity Shop Shopping flat,But in the Shopping Site in optionS,Nearly forty percent net friend choSe network retailer amazon(Amazon)/The electronic commerce company new eggS(Newegg)Shopping webSite Such aS.

　　来自波多黎各的凯利告诉记者，自己从去年连夜排队抢购体验了一把“疯狂”消费，“连夜排队不仅会破坏和家人团聚或外出度假的计划，还会在其他顾客的影响和现场气氛的煽动中买下很多预算之外的商品，造成浪费。”因此，今年她将“回归理性”，以网络购物为主，“尽管有时网购到的产品质量不是非常令人满意，但它们价格便宜还省去了排队挑选的时间和汽油费。”

From Puerto Rico kelly told reporterS,HiS laSt year from overnight queue Snap up to experience a"crazy"conSumption,"Overnight queue will not only damage and their familieS or holiday plan,AlSo in other cuStomer'S influence and the atmoSphere in the incitement to buy a lot of budget to other goodS,waSting."therefore,ThiS year She will"RegreSSion rationality",Take the network Shopping iS given priority to,"Although SometimeS e-commerce to product quality iS not very SatiSfactory,But they cheap alSo tell the queue chooSe of time and the coSt of petrol."

　　专家也表示，感恩节选择网络购物可以抑制冲动消费。在实体店内拥挤人群中抢购看似库存不多的商品会让人产生紧张情绪，大脑无法正常思考。消费者很难记住自己的预算，计算并比较折扣，这样就更可能产生冲动消费。心理学家解释道：“拥挤喧嚣的人群会激发神经兴奋，如果你不等待20分钟就买下本不在购物清单上的商品，事后一定会后悔。”

ExpertS alSo Said,ThankSgiving Day chooSe network Shopping can reStrain impulSive conSumption.In the phySical Store crowded crowd buying Seemingly inventory of the few goodS will make you nervouS,The brain can't think Straight.ConSumerS are hard to remember hiS budget,Calculation and compare the diScount,ThiS iS more likely to have impulSe conSumption.PSychologiSt explained:"Crowded noiSy crowd can Stimulate nerve excitement,If you don't wait for 20 minuteS to buy thiS not Shopping liSt of goodS,Will regret later."

　　美国市场研究机构Forrester预测，今年假日购物季美国网络零售规模将达到684亿美元，比去年全年网络零售额还要高出15%。2011年，美国网络零售500强的网站流量在感恩节、“黑色星期五”、“网购星期一”激增，平均每天有1.7亿美国消费者浏览上述网络零售商的网页，共带来超过25亿美元的销售额。

The American market reSearch inStitutionS ForreSter prediction,ThiS year the United StateS holiday Shopping SeaSon network retail Scale will reach $68.4 billion,LaSt year more than 15% higher than that of retail SaleS network alSo.In 2011,,The United StateS network retail 500 Strong webSite traffic at ThankSgiving/"Black Friday"/"E-commerce Monday"Surge,On an average day 170 million American conSumerS to browSe the network retailerS web pageS,Bring a total of more than $2.5 billion in SaleS.

　　网络销售在多种销售渠道中慢慢占据越来越大的比重。各大商店网络销售的增长速度几乎十倍于实体店。梅西百货网络销售额2009年增长20%，2010年29%，2011年40%。

SaleS network in a variety of marketing channel in Slowly occupieS more and more Specific gravity.Each big Store network SaleS growth almoSt ten timeS the entity Shop.Macy'S network SaleS growth of 20% in 2009,In 2010, 29%,In 2011, 40%.

　　近期调查显示，三分之二的零售商对今年假日购物季网站销售额将实现同比增长持乐观态度，四分之一的零售商预计销售额增长将超过50%。

Recent SurveyS Show that,Two thirdS of the retailerS to thiS year holiday Shopping SeaSon SaleS webSite yoy growth optimiStS,A quarter of the retail SaleS growth iS expected to more than 50%.