Black Friday, the kickoff to the holiday shopping season, is as much about the quest as it is about getting good deals, according to a marketing expert.

“The more you build on the Black Friday adventure phenomenon, the more fun you’re likely to add to this holiday ritual,” Sheri Bridges, a marketing professor at Wake Forest University, said.

She suggested wearing something that puts you in a festive mood and…will lead you to associate these clothing items with positive feelings and memories.

In between shopping, take fun breaks such as getting a pedicure with a friend or meeting others for coffee or a drink…use your smartphone to record your shopping experience and show it to family and friends…create a scrapbook or photo album of yoru shopping adventures.

“For many people, it’s the retail adventure that they don’t want to miss…”

– Black Friday: More Than Just Bargains, NY Newsday, 11/25/201

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Matthew Lopez went to the Wal-Mart in Porter Ranch on Thursday night for the Black Friday sale but instead was caught in a pepper-spray attack by a woman who authorities said was “competitive shopping.”

Lopez described a chaotic scene in the San Fernando Valley store among shoppers looking for video games soon after the sale began.

“I heard screaming and I heard yelling,” said Lopez, 18. “Moments later, my throat stung. I was coughing really bad and watering up.”

“People started screaming, pulling and pushing each other, and then the whole area filled up with pepper spray,” the Sylmar resident said.

Joseph Poulose.. .said he was hit with the spray near the DVD and video games display…

“There were way too many people in a building that size. Every aisle was full,” he said. Customers were stomping on photo frames and other items on the floor, said Poulose, who tried to protect his pregnant wife from the throng of shoppers inside.

Nakeasha Contreras, 20, of North Hollywood, said she arrived at midnight and hadn’t heard what happened. Even if she had, she said, she wouldn’t have minded: “I don’t care. I’m still getting my TV…”

Customers hit by pepper spray at Wal-mart describe scene of chaos, Los Angeles Times, 11/25/2011

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“The pepper spray scenario is the new way of the world. People will do anything they can to get that deal,” said David Bassuk at AlixPartners, a consultancy.

Wall St battle turns into Black Friday store wars, Financial Times, 11/25/2011

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Holiday shopping…what memories are made of…