Saturday, September 23, 2023

Game on: A Black Friday strategy for Williamsburg shoppers

stores at Williamsburg Premium Outlets
(file photo)

Black Friday is almost here and it’s time to focus.

If you have visions of dropping by Williamsburg Premium Outlets and scoring super-discounted Kate Spade for everyone on your holiday shopping list, you need a game plan.

Yes, the Premium Outlets and most of the stores will be open the day after Thanksgiving, traditionally known as Black Friday.

In fact, the outlets will be open continuously from 6 p.m. Thursday through 10 p.m. Friday, according to Lisa Jones, the director of marketing and business development.

But to score the best deals – especially at coveted brands such as The North Face and Vineyard Vines, you need to step up your game.

“Do some research,” Jones said. “You want to make sure to plan out your trip efficiently and effectively.”

Come up with a plan

Check the Premium Outlets website before you go, Jones said. Whether you’re shopping Thursday evening or Friday or at any other point, make sure the outlet stores you want to visit will actually be open when you’re there.

Also, Jones said, sign up for a free VIP shoppers club membership. VIP members get access to online offers that aren’t available to the general public.

Check the Premium Outlets website frequently between now and Black Friday. The site is updated regularly with information about deals – such as buy-one-get-one-free offers, friends-and-family discounts and other promotions at various stores.

“I would just keep checking and keep refreshing,” Jones said. “They’re always going to have great and spectacular sales, especially for Black Friday weekend.”

And make sure you follow the outlets on social media – Facebook, Twitter and Instagram. Deals will be posted there as well, Jones said.

All about the swag

For die-hard bargain hunters, there are a few extra chances to save even more.

Between 6 p.m. and midnight on Thursday, the first 500 shoppers who swing by the management office can get a holiday “swag bag” with treats and more discounts and extra savings, Jones said. Twenty of the 500 bags will have $20 gift cards that can be redeemed at participating stores.

Parking karma

Even if you live for Black Friday, you need to pace yourself.

That includes where you park.

The best option is the lot behind the Polo Ralph Lauren building, Jones said. It has 500 spaces and it’s strategically located.

“It’s perfect,” she said. “You can just go shopping.”

Buyer beware

No matter where you shop, don’t assume everything is a bargain just because it’s Black Friday.

According to a recent report from WalletHub, among the ten best Black Friday shopping destinations are Kohl’s (No. 1), J.C.Penney (No. 2), Sears (No. 7), and Macy’s (No. 8).

The WalletHub report looked at 35 retailers, not at outlet malls or outlet stores.

Editor’s Note: This article has been updated to reflect that the swag bags will be available Thursday, not Wednesday.

Joan Quigley
Joan Quigley
Joan Quigley is a former Miami Herald business reporter, a graduate of Columbia Journalism School and an attorney. Her writing has appeared in the Washington Post,, and Talking Points Memo. Her recent book, Just Another Southern Town: Mary Church Terrell and the Struggle for Racial Justice in the Nation’s Capital, was shortlisted for the 2017 Mark Lynton History Prize. Her first book, The Day the Earth Caved In: An American Mining Tragedy, won the 2005 J. Anthony Lukas Work-in-Progress Award.

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