Black Friday 2017, occurring on November 24, presented a significant retail event characterized by a blend of traditional doorbuster deals, early store openings, and an increasing focus on promotional freebies to attract shoppers to physical locations. While the broader retail landscape saw record online sales and an extension of promotional periods, a notable trend for in-store consumers was the availability of various no-cost items, gift cards, and instant-win opportunities. This article details the specific free offers, eligibility requirements, and redemption processes available at major retailers during the 2017 Black Friday event, based on aggregated promotional data from that year.
The concept of "free" on Black Friday often extends beyond simple product giveaways. It encompasses a spectrum of incentives, including free gift cards with purchase, free items after mail-in rebates, free food and beverage items, and free pet adoptions. The 2017 landscape featured a mix of these offers, with many retailers using them to drive early foot traffic. Shoppers were advised to verify offer details, as many freebies were available only while supplies lasted and were often tied to specific timing, such as being among the first customers in line or visiting during early morning hours. The following sections break down these offers by category and retailer.
Major Retailer Freebies and Gift Card Promotions
Several department and specialty stores structured their 2017 Black Friday promotions around free gift card giveaways to the earliest shoppers. These offers were highly time-sensitive and limited in quantity.
Belk: This department store offered two distinct freebie events. On Thursday, November 23 (Thanksgiving Day), the first 250 customers to arrive when doors opened at 4 p.m. received a gift card valued between $5 and $1,000. On Black Friday itself, the first 150 customers at minimum received a mystery scratch-off card. The value of these scratch-off cards ranged from $15 to $250. All offers were subject to availability while supplies lasted.
Bon-Ton and Boston Store: These sister retailers (often operating under the Bon-Ton umbrella) provided free gift cards to their earliest customers. The first 200 customers in line on Thanksgiving Day (Thursday) were eligible to receive a free gift card valued between $5 and $500.
JCPenney: To incentivize early store arrivals, JCPenney conducted a coupon giveaway. Customers present when doors opened could receive one of several coupons: $500 off a purchase of $500, $100 off a purchase of $100, or a $10 off $10 coupon. The distribution of these higher-value coupons was described as rare, with the $10 off $10 coupon being more commonly available.
Goody’s: This retailer planned a free "Giftspiration" giveaway for the first 75 customers. This consisted of a $10 coupon. Among these first 75, two customers were randomly selected to receive a $250 or $50 gift card. Additionally, a single customer was to be selected to receive either a 4-foot teddy bear or a Pelican premium cooler.
Half Price Books: The first 100 customers were promised a free tote bag and a $5 gift card. A special bonus was included: one of the tote bags contained a $100 gift card.
Shoe Carnival: Taking a direct cash approach, Shoe Carnival offered the first 100 shoppers on Black Friday $10 in cash. This money could be spent on anything in the store. Doors opened at 6 a.m. on Black Friday for this promotion.
Free After Rebate Offers
Some retailers promoted items that were effectively free after completing a mail-in rebate process. These offers require an initial purchase and subsequent submission of documentation to receive the refund.
- Macy’s: A notable promotion from Macy’s included 10 different items available as "free after mail-in rebate." The selection of items ranged from consumer goods like a Disney Olaf plush toy to a Bella 4-Cup Coffeemaker. Shoppers interested in these offers needed to be aware of the mail-in rebate process, which typically involves submitting a proof-of-purchase receipt along with a rebate form within a specified timeframe.
Free Food, Beverage, and Dining Offers
Free consumables were also part of the 2017 Black Friday promotional landscape, offering immediate gratification to shoppers.
Barnes & Noble: The bookstore chain offered a free hot coffee to any customer shopping on Black Friday before 10 a.m. This offer required no purchase, making it accessible to all visitors during the specified hours.
TooJay’s: This restaurant chain provided a free children’s meal for kids age 12 and younger. The offer was valid from Friday through Sunday, provided an adult entrée was purchased. A coupon from the TooJay’s website was required to redeem the offer, and the promotion was limited to one free kid’s meal per paid adult entrée.
Pet-Focused Freebies and Adoptions
The pet category featured both product giveaways and adoption events, appealing to pet owners and animal lovers.
Petco: On Friday and Saturday, customers could receive a free pair of cat or dog antlers. This promotion was contingent on making any purchase at the store.
Pet Adoption Events: A significant trend in 2017 was the promotion of pet adoptions on Black Friday. Animal shelters and humane societies, such as the Woods Humane Society in San Luis Obispo, California, participated in events like the "Clear The Shelter Adopt-A-Thon." As part of the Subaru Share the Love Event, adoption fees were waived for all animals in the shelter on Friday, Saturday, and Sunday. This initiative aimed to find homes for pets, particularly focusing on black cats and dogs, which are often overlooked. Some events also offered refreshments and opportunities to meet pets and shelter staff.
Outdoor and Sporting Goods Store Freebies
Retailers in the outdoor and sporting goods space also used freebies to attract customers, often tied to early arrival.
Bass Pro Shops: The first 200 customers in line on Saturday and Sunday were eligible to receive a free Santa or snowman spinner and other prizes. Additionally, Bass Pro Shops offered a free Bass Pass for a visit with Santa, which included a free picture. Many locations also hosted free crafts, games, and activities.
Cabela’s: Similar to Bass Pro Shops, Cabela’s offered a free prize to the first 600 people in line.
Important Considerations for Shoppers
When seeking freebies on Black Friday, several general guidelines and limitations were prevalent in 2017:
- Limited Quantities: Nearly all free offers were available "while supplies last." This meant that even if a customer arrived early, the free items could run out before they reached the front of the line. Stores did not always guarantee a minimum quantity for all freebies.
- Timing is Critical: Many of the most valuable freebies, such as high-value gift cards, were reserved exclusively for the earliest customers. Stores like Belk, Bon-Ton, and JCPenney specified that their giveaways were for the first 100, 150, or 250 customers, respectively.
- Purchase Requirements: Some freebies required a purchase (e.g., Petco’s antlers), while others did not (e.g., Barnes & Noble coffee, Shoe Carnival cash). It was essential to read the terms of each promotion carefully.
- Geographic and Store Variability: Offers could vary by location. Some stores, like Bass Pro Shops and Cabela’s, noted that specific activities or prizes might differ by store. Shoppers were advised to check with their local store for exact details.
- Verification of Offers: The information compiled for Black Friday 2017 was based on scanning promotional ads from various retailers. Shoppers were encouraged to verify the accuracy of any offer directly with the retailer or by checking the official ad scans, as details could change or be misreported.
Conclusion
The Black Friday 2017 retail environment offered a diverse array of freebies beyond discounted merchandise. From high-stakes gift card giveaways at department stores to free coffee at bookstores, free after-rebate home goods, and waived pet adoption fees, the strategies were designed to drive foot traffic and create a sense of urgency. The most lucrative offers were typically reserved for the earliest and most dedicated shoppers, emphasizing the importance of planning and early arrival. For consumers, these freebies represented an opportunity to gain additional value on top of sale prices, though success depended heavily on timing, supply, and the specific terms of each promotion. The trend of using freebies as a key promotional tool underscored the competitive landscape of the 2017 holiday shopping season.