Black Friday has evolved significantly in recent years, transitioning to online deals and extended sales periods, but in Rochester, a dedicated crowd demonstrated that the experience still trumps savings. Early in the morning, hundreds lined up at Fleet Farm, eager to uphold a cherished tradition. Customers reminisced about the special stuffed animals given to the first 500 shoppers, a collectible that has become a family staple for many. While some attended to continue their family traditions, others were keen to start new ones. The event brought people together, often reuniting family and friends in a spirit of nostalgia and celebration. For these shoppers, the thrill of the hunt goes beyond financial savings; it’s about cherishing memories and initiating holiday festivities. This sentiment resonated across various stores, highlighting the importance of social connections during the busy shopping season, as the essence of Black Friday has shifted towards simple joy and shared experiences, creating lasting holiday memories.
(ABC 6 News) – Black Friday has changed a lot in recent years, with online deals, week-long sales and fewer doorbusters.
But on Friday morning in Rochester, hundreds still bundled up in the dark to keep a tradition alive, proving the experience matters just as much as the savings.
Before most of the city was awake, the line at Fleet Farm was already weaving across the parking lot. Many said they came for one thing: the annual Fleet Farm stuffed animal given to the first 500 customers.
“I wanted the moose so bad, that I just wanted to get up really early,” said Sam Vokoun, who has nine stuffed animals accounting for each year of his life.
It’s simple, yet something many families have collected for more than two decades. And while the animal changes every year, it’s the meaning behind getting it that stays the same.
“It’s like a family tradition,” said Jamie Murphy, a Rochester local. “Did it for years with my dad and then he passed a few years ago, and now I talked my mom into coming with me today.”
And those same families didn’t head home once they got it — they headed to the next stop in a routine they’ve known for years.
While for others, the day wasn’t about continuing a tradition, it was about beginning one.
“After the first time today, we will definitely be back in the following years,” said Vanessa Perez.
It’s a pattern repeating across stores — the deals bring people in, but that’s not really what keeps them coming back year after year.
“I always get to see my cousin that I don’t see that often,” said Lily Buckingham. “So it’s my favorite to spend the day with her and then go out spending our money.”
And no matter the store or the size of the crowd — the message was the same:
Black Friday isn’t just about saving money anymore.
For many, it’s about returning to something they’ve done for years, and starting the holidays the way they always have — together.
