Long lines were responsible for most Black Friday buzz

11/30/2012 | Advertising Age (tiered subscription model)

Black Friday brought retailers plenty of online buzz, but much of the chatter was due to frustrated shoppers complaining about the length of the lines they were waiting in, writes Mallory Russell. "For the majority of retailers it was the shopping itself -- or the waiting to shop -- causing the most buzz, not their carefully planned commercials," Russell writes.

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