Black Friday 2019 represented a significant retail event, characterized by a blend of online and in-store shopping. While major sales discounts dominated, a notable feature of the 2019 holiday shopping season was the proliferation of in-store freebies and promotional giveaways offered by various retailers. These promotions ranged from gift card drawings and mystery scratch-off cards to free food items and branded merchandise, providing additional incentives for consumers to visit physical locations. The availability of these freebies was often tied to specific conditions, such as being among the first customers in line, making a purchase, or signing up for a store loyalty program. This article compiles information from the 2019 retail landscape to detail the types of freebies offered, the retailers providing them, and the eligibility rules that governed these promotions.
Overview of Black Friday 2019 Retail Trends
Black Friday 2019, which fell on November 29, was observed as a period where retailers aimed to drive significant foot traffic to their stores. According to data from the National Retail Federation, an estimated 160 million people planned to shop over the Thanksgiving weekend. While online sales reached a record $7.4 billion, with a 19.6% increase from the previous year, in-store sales experienced a slight decline, with foot traffic falling 6.2% year over year. This context is important for understanding the competitive landscape retailers faced, which likely contributed to the aggressive use of freebies as a tactic to attract shoppers away from purely online shopping and into physical stores.
The freebies promoted for Black Friday 2019 were not uniform samples of new products but rather event-specific promotions. They were largely designed to reward early arrivals, encourage store visits during specific hours, or incentivize sign-ups for loyalty programs. The categories of freebies included gift cards, cash-value scratch-off cards, branded merchandise, and food and beverage items. These promotions were often limited in quantity and time, with many requiring shoppers to be present at store openings on Thanksgiving evening or Black Friday morning.
Retailer-Specific Freebie Promotions
The following sections detail the freebies offered by specific retailers during the 2019 Black Friday period, based on published advertisements and promotional announcements.
Belk
The department store Belk offered multiple freebie opportunities across Thanksgiving and Black Friday. On Thanksgiving Day, starting at 4 p.m., Belk initiated a giveaway of a total of $1 million in gift cards. Specifically, each store distributed one $1,000 gift card. On Black Friday, starting at 6 a.m., Belk conducted an in-store mystery scratch-off giveaway. The first 200 shoppers on Thanksgiving and the first 100 customers at 6 a.m. on Friday were eligible to receive a scratch-off card. The value of these cards varied, with potential rewards ranging from $5 to $500. The retailer promised one winner per store each day for the scratch-off promotion.
Bass Pro Shops and Cabela’s
These outdoor retailers focused on family-oriented activities. For the 2019 season, they offered free crafts, free photos with Santa, and other children’s activities. These free activities were available through Christmas Eve, including on both Thanksgiving and Black Friday. On Black Friday specifically, the first 600 customers in line by 5 a.m. had a chance to enter a drawing to win over $8,000 in prizes. Additionally, Santa’s Wonderland events provided free photos with Santa and other giveaways, while supplies lasted.
Fred Meyer
A supermarket and department store chain, Fred Meyer offered a straightforward freebie for early birds. The first 100 customers at stores opening at 5 a.m. on Black Friday received a free gift card. The store also provided free coffee, juice, and doughnuts for shoppers.
Ashley Homestore Furniture
This furniture retailer had a promotional giveaway on Black Friday. The first 500 customers at each location received a scratcher. Additionally, one lucky winner at each store location was entered to win $5,000 in Ashley furniture.
Cabela’s
In addition to the shared promotions with Bass Pro Shops, Cabela’s had a specific Black Friday giveaway. The first 600 customers in line by 5 a.m. on Friday, November 24 (note: the date in the source appears to be an error, as Black Friday 2019 was November 29), were eligible to enter to win over $8,000 in prizes.
Fleet Farm
This retailer’s Black Friday promotion targeted the first 500 customers. When doors opened at 6 a.m. on Friday, these early shoppers received a free plush toy.
Gordmans
Gordmans, a department store, offered a scratch-off card promotion starting at 6 a.m. on Black Friday. The first 75 shoppers at each location received a scratch-off card. The majority (74) received $5 off, while one shopper per location received a $100 gift card. Early shoppers also had the opportunity to enter a drawing for a chance to win a giant FAO Schwarz bear.
Half Price Books
On Black Friday, Half Price Books opened at 9 a.m. The first 100 shoppers received a free tote bag and a $5 gift card. Additionally, one person per store was eligible to win a $100 gift card.
Lowe’s
The home improvement store Lowe’s opened at 6 a.m. on Black Friday. The first 300 shoppers received a $10 off $50 coupon to use in-store that day, along with the chance to win a $500 gift card.
Office Depot
Office Depot’s Black Friday promotions were structured around its rewards program. Members could receive select Duracell batteries and K-Cup coffee pods for free after rewards. These member-only freebies were available while supplies last through Saturday after Black Friday.
Shoe Carnival
This shoe retailer’s promotion required shoppers to be in line by 6 a.m. on Black Friday. The first 100 customers received a scratch-off card with a reward worth up to $100 off, as specified in the store circular.
Stage Stores (including Goody’s and Peebles)
Stage Stores offered a multi-part freebie starting at 6 p.m. (presumably on Thanksgiving or the evening before Black Friday). The first 50 people at each store received a free holiday tote bag and a scratch-off card, with a chance to win up to a $100 gift card. Most participants received $10 off coupons, and all early shoppers could enter a drawing to win a giant FAO Schwarz teddy bear.
World Market
For the weekend following Thanksgiving (Friday, Saturday, and Sunday), World Market offered a freebie to the first 100 customers in-store each day. These customers received a $10 certificate and a free tote bag.
Food and Restaurant Freebies
Several food service establishments also participated in Black Friday promotions with free food items, often requiring a purchase.
BurgerIM
This chain offered a free Impossible Burger with the purchase of any Big BurgerIM on Black Friday at all 212 U.S. locations. The offer was valid while supplies lasted and was not valid for delivery orders. A limit of two free Impossible Burgers per transaction was imposed.
TooJay's
TooJay's, a deli and bakery chain, provided a free kid’s meal for children 12 years old and younger. This was available with the purchase of an adult entrée from Black Friday through Monday, December 2. The offer required the presentation of a coupon available at the TooJay's website.
Wienerschnitzel
From Black Friday through Sunday, Wienerschnitzel offered a free Pumpkin Spice Dipped Cone with any purchase.
Krispy Kreme
While not strictly a Black Friday freebie, Krispy Kreme offered a free select doughnut to rewards members on Saturday, November 30.
McDonald's
McDonald's had a promotion through December (specific details not provided in the source data).
Other Retail Promotions and Freebie Categories
Beyond the specific retailers listed, other freebies were mentioned, though the source data is less detailed. Some smaller retail chains and restaurants may have offered freebies, with social media being suggested as a method to discover these opportunities.
A notable promotion from Target was not a direct freebie but a future discount incentive. Shoppers who spent $50 at Target in-store or online on November 29 received a 20% off coupon to redeem online or in stores from December 3 to 14.
CVS Pharmacy’s Black Friday sale, spanning Thanksgiving through Saturday, featured seven items that were free after ExtraBucks Rewards and coupons. This type of promotion aligns with the broader category of promotional offers where a combination of store rewards and manufacturer coupons results in a net-zero cost for the item.
ACE Hardware offered a $5 coupon to those who signed up for their ACE Member Rewards program, as indicated on page 12 of their Black Friday ad. This is an example of a freebie tied to program enrollment.
Eligibility and Redemption Rules
The freebies available during Black Friday 2019 were governed by specific rules, which were crucial for consumers to understand to successfully obtain them. Key eligibility factors included:
- Timing and Line Position: Many freebies were exclusively for the first customers in line at store openings. The number of eligible customers varied by retailer, from the first 50 (Stage Stores) to the first 600 (Cabela’s/Bass Pro Shops). Store opening times were critical, with many promotions starting at 5 a.m., 6 a.m., or even on Thanksgiving evening (e.g., Belk at 4 p.m.).
- Purchase Requirements: Some freebies required a purchase to qualify. For example, BurgerIM’s free Impossible Burger required the purchase of a Big BurgerIM, and Wienerschnitzel’s free cone required any purchase. Other promotions, like the gift card drawings or scratch-off cards, typically did not require a purchase but did require physical presence in line.
- Loyalty Program Sign-Up: Certain offers, such as the $5 coupon from ACE Hardware or the free items after rewards at Office Depot and CVS, required enrollment in the retailer’s loyalty or rewards program.
- Geographic and Location Limits: Promotions were generally valid only at participating U.S. locations. For chain-wide giveaways (e.g., Belk’s $1,000 gift card per store), the offer was available at each individual store, but quantities were limited to one per store.
- While Supplies Last: This was a universal condition for almost all freebies. Due to limited quantities, early arrival was essential to secure the free item or prize.
Conclusion
The Black Friday 2019 retail event featured a diverse array of in-store freebies and promotional giveaways designed to attract consumers to physical locations. Retailers across categories—including department stores (Belk, Gordmans, Stage Stores), home improvement (Lowe’s), bookstores (Half Price Books), and outdoor retailers (Bass Pro Shops, Cabela’s)—implemented these strategies. The promotions ranged from high-value gift card drawings and scratch-off cards to free merchandise and food items. Success in obtaining these freebies was highly dependent on adhering to specific eligibility rules, which primarily involved being among the first customers in line during store opening hours, sometimes requiring a purchase or loyalty program sign-up. These promotions underscored the competitive retail landscape of 2019, where freebies served as a key tactic to drive foot traffic and enhance the in-store shopping experience during the holiday season.