The first 150 people in line at Pure Hockey in Kirkwood received gift cards ranging from $25-500 on Black Friday, Nov. 27, 2020. "Crazy hockey moms," yelled a woman deep in the line. (Robert Cohen, rcohen@post-dispatch.com)
Rick Mueller of Barnhart pays for his stocking stuffers at Mississippi Mud Gallery and Gifts in downtown Kimmswick on Black Friday, Nov. 27, 2020. Kimmswick business owners are anticipating a busy Small Business Saturday, when shoppers will be treated to free horse-drawn trolley rides through the district. (Robert Cohen, rcohen@post-dispatch.com)
A couple walk through downtown Kimmswick, passing MiMi's Boutique on Black Friday, Nov. 27, 2020. Kimmswick business owners are anticipating a busy Small Business Saturday, when shoppers will be treated to free horse-drawn trolley rides through the district. (Robert Cohen, rcohen@post-dispatch.com)
Paul Moore of Crestwood leaves Mississippi Mud Gallery and Gifts in downtown Kimmswick with something for a friend on Black Friday, Nov. 27, 2020. This time of year Moore's beard gets extra attention from children. "I've had some good times with kids. I always play along," said Moore, who has never played the part of St. Nick. Kimmswick business owners are anticipating a busy Small Business Saturday, when shoppers will be treated to free horse-drawn trolley rides through the district. (Robert Cohen, rcohen@post-dispatch.com)
BRENTWOOD — Julie Wharton and daughter Maggie Baker get a hotel room every Black Friday, so they can hit the stores at the crack of dawn. This year was no different — except for what they saw at 5 a.m., when they ventured out:
“There were not a lot of people at all,” said Baker, 37.
“It was not crazy, like in the years before,” said Wharton, 64.
The coronavirus pandemic has altered holiday shopping across the country. Many stores didn’t open on Thanksgiving. Many offered the same bargains in the store and online. And many ditched before-sunrise doorbusting deals on Black Friday, all in an attempt to control crowds and encourage social distancing. As a result, stores around St. Louis weren’t swamped on Friday; lines were mostly nonexistent. And while traffic picked up later in the day, shoppers reported that the hustle and bustle wasn’t on track to reach the crescendo of years past.
That meant that Wharton and Baker, from Mason, Illinois, about 100 miles to the east, got their shopping done early. Usually, it’s 2 or 3 p.m. by the time they finish.
This year, they wrapped up at Target by 9 a.m.
Black Friday across the region felt like a normal Friday this year. Shoppers rolled out of bed and into stores — after a Thanksgiving marked by Zoom calls and social distancing — with a leisure unheard of in years past.
“More people seem to be in a kinder spirit,” said Latanya Clifton-Smith, 49. She’d just finished hopping at Macy’s in the Galleria, and said she had not seen anyone violating social distancing, or not wearing a mask.
“This is the best Black Friday I’ve experienced in a long time,” Clifton-Smith said. She started shopping at 8 a.m. and said she saw very few lines, and the lines she did wait in were only a few people long.
Saba Esmailzadegan, 23, went out Friday morning for errands, walked into Target, and suddenly realized it was Black Friday. She found a chunky-knit, rose-colored sweater for $10, half of its original price.
Alex and Lauren Treat, both 31, took a trip to Best Buy. They’re not big on getting up early to make doorbusters, but will make a purchase if they see something they like.
“I call it ‘treat yourself day,’” Alex said.
He bought himself a pair of Sony noise-canceling headphones, and a discounted subscription to an Xbox video game library. Lauren said she’d likely take advantage of online Black Friday sales.
At West County Mall, closer to 11 a.m., the crowds started to pick up. Jessie Baker, 31, was standing in the longest line in the mall, at the Bath and Body Works store, with her cousin, Amanda Rogers, 30, and Rogers’ mom, Cynthia Eble, 60. Baker got up early and went to Target, Kohl’s and Michael’s around 6:30 a.m. She didn’t see any lines, but she did notice one peculiarity of Black Friday shopping, Pandemic Edition:
“It’s less crowded, but you spend more time waiting because the store’s capacity is limited,” she said.
“You really have to think about where to go because of the wait,” added Eble.
Amy Holder, 45, and her daughter, Brooke, 15, were also perusing the sales at West County Mall on Friday morning.
They were flabbergasted by an empty Apple store, a retailer typically known for its lines. The Holders said they’d been walking in and out of stores with ease all morning.
“It’s just very odd for this time of year,” Amy Holder said.
“Yeah,” agreed Brooke. “It’s just like — something feels off.”
Shoppers still spending on Black Friday

The Wienke family of Kirkwood - Mike and Jordan and their children Ryann, James and John - pay for their Christmas tree and other treats at the Kirkwood Farmer's Market on Black Friday, Nov. 27, 2020. The Wienkes have Christmas tree-shopped at the same market, wearing family Santa hats, since Mike and Jordan got married in 2003. Photo by Robert Cohen, rcohen@post-dispatch.com
Christmas Traditions continues, slightly modified

Shoppers line the sidewalk along Main Street in St. Charles on Friday, Nov. 27, 2020. Crowds were smaller than previous years but shops had a consistent flow of customers for the start of the annual Christmas Traditions festival on Black Friday. Photo by Colter Peterson, cpeterson@post-dispatch.com
Black Friday Shopping

Arya Sabourizadeh, 16, loads a 65" television into the back of his car, Friday, Nov. 27, 2020. Sabourizadeh, a junior at Parkway South high school, has been working part-time and saved up his money and watched the ads, to buy the gift for himself at Micro Center in Brentwood. He said he lucked out that it fit into his car since he hadn't measured it beforehand. Photo by Hillary Levin, hlevin@post-dispatch.com
Shoppers still spending on Black Friday

Jordan Wienke hugs her daughter Ryann, 12, as the Wienke family finds the right Christmas tree at the Kirkwood Farmer's Market on Black Friday, Nov. 27, 2020. Jordan and Mike Wienke have Christmas tree-shopped at the same market, wearing their Santa hats, since getting married in 2003. Photo by Robert Cohen, rcohen@post-dispatch.com
Shoppers still spending on Black Friday

Justus Templeton, 11, wearing his Oilers jersey, stood with his mother Rebecca as they wait to shop inside Pure Hockey in Kirkwood on Black Friday, Nov. 27, 2020. The first 150 people in line received gift cards ranging from $25-500. "Anything that helps with the hockey expenses," said Rebecca Templeton. Photo by Robert Cohen, rcohen@post-dispatch.com
Shoppers still spending on Black Friday

Cindy Schmitt, owner of the gift shop Savannah Rose, checks the foot traffic on the street in downtown Kimmswick on Black Friday, Nov. 27, 2020. Kimmswick business owners are anticipating a busy Small Business Saturday, where shoppers will be treated to free horse-drawn trolley rides through the district. Photo by Robert Cohen, rcohen@post-dispatch.com
Shoppers still spending on Black Friday

Paul Moore of Crestwood leaves Mississippi Mud Gallery and Gifts in downtown Kimmswick with something for a friend on Black Friday, Nov. 27, 2020. This time of year Moore's beard gets extra attention from children. "I've had some good times with kids. I always play along," said Moore, who has never played the part of St. Nick. Kimmswick business owners are anticipating a busy Small Business Saturday, when shoppers will be treated to free horse-drawn trolley rides through the district. (Robert Cohen, rcohen@post-dispatch.com)
Shoppers still spending on Black Friday

Rick Mueller of Barnhart pays for his stocking stuffers at Mississippi Mud Gallery and Gifts in downtown Kimmswick on Black Friday, Nov. 27, 2020. Kimmswick business owners are anticipating a busy Small Business Saturday, when shoppers will be treated to free horse-drawn trolley rides through the district. (Robert Cohen, rcohen@post-dispatch.com)
Shoppers still spending on Black Friday

The first 150 people in line at Pure Hockey in Kirkwood received gift cards ranging from $25-500 on Black Friday, Nov. 27, 2020. "Crazy hockey moms," yelled a woman deep in the line. (Robert Cohen, rcohen@post-dispatch.com)
Shoppers still spending on Black Friday

A couple walk through downtown Kimmswick, passing MiMi's Boutique on Black Friday, Nov. 27, 2020. Kimmswick business owners are anticipating a busy Small Business Saturday, when shoppers will be treated to free horse-drawn trolley rides through the district. (Robert Cohen, rcohen@post-dispatch.com)
Shoppers still spending on Black Friday

The Wienke family of Kirkwood - Mike and Jordan and their children Ryann, James and John - look for the right Christmas tree at the Kirkwood Farmer's Market on Black Friday, Nov. 27, 2020. The Wienkes have Christmas tree-shopped at the same market, wearing family Santa hats, since Mike and Jordan got married in 2003. Photo by Robert Cohen, rcohen@post-dispatch.com
Shoppers still spending on Black Friday

Jordan Wienke and her children Ryann, John and James, right, shop for gifts to go with their Christmas tree at the Kirkwood Farmer's Market on Black Friday, Nov. 27, 2020. The Wienkes have Christmas tree-shopped at the same market, wearing family Santa hats, since Mike and Jordan got married in 2003. Photo by Robert Cohen, rcohen@post-dispatch.com
Black Friday Christmas shoppers

Shoppers ride down the center court escalator at St. Clair Square mall on Fairview Heights on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

A Black Friday Christmas shopper enters the Macys store in Fairview Heights around 6:30 a.m. on Friday November 27, 2020. Photo by Tim Vizer
Plenty of room in the parking lots

It’s Black Friday, Nov. 27, 2020, but there is still plenty of room in the parking lot at the Brentwood Promenade shopping center at 9:45 a.m. Many people are shopping online this year, for Covid reasons and for the deals. Photo by Hillary Levin. hlevin@post-dispatch.com
Black Friday Christmas shoppers

Black Friday Christmas shoppers are socially distanced as they stand in line at the Target store in Fairview Heights waiting for it to open at 7 a.m. on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

J. Jones of East St. Louis (left) said he got in line at this Game Stop store in Fairview Heights at midnight on Sunday so he could be sure of getting the new Playstation 4 video game console for his ten-year old daughter. Other Christmas shoppers queue up behind him in this photo taken shortly before the store was scheduled to open at 7 a.m. on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

The sun isn’t above the horizon yet in this view of the Macys store in Fairview Heights around 6:30 a.m. on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

Black Friday Christmas shoppers enter the Shoe Carnival store in Fairview Heights at 6 a.m. on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

Shoppers (from left) Lindsey Middendorf and Tammy Heinecke, both from New Athens, and Abby Guyette from Freeburg walk towards an exit at St. Clair Square mall in Fairview Heights after shopping for deals on clothing on Friday November 27, 2020. Heinecke and Guyette are sisters. Photo by Tim Vizer
Black Friday Christmas shoppers

Diane Lucash of Freeburg (left) and her sister Tammy Walker of Belleville shopping for toys for grandchildren at Ben's store in downtown Belleville on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

Shoppers (from left) Gianna Stassi, 11, Kim Widener, Michelle Stassi, and Bella Widener, 10, ride the center court escalator up to the second level of the St. Clair Square shopping mall in Fairview Heights on Friday November 27, 2020. The Widener and Stassi families are related and are carrying on a 40 year-old Black Friday shopping tradition started by Rose Smith, grandmother of Michelle Stassi. Photo by Tim Vizer
Black Friday Christmas shoppers

Chrissy Botkin and her husband Tim Botkin of Belleville look for Christmas garland and wreaths to decorate their house while shopping at Ben's store in downtown Belleville on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

Chrissy Botkin and her husband Tim Botkin of Belleville look for Christmas garland and wreaths to decorate their house while shopping at Ben's store in downtown Belleville on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

Cheryl Whitaker, an employee of Ben's in downtown Belleville, wraps up nutcrackers for customer Jewel Baker of Belleville on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

Jewel Baker of Belleville looks through table runners at Ben's store in downtown Belleville on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

Chrissy Botkin and her husband Tim Botkin of Belleville look for Christmas garland and wreaths to decorate their house while shopping at Ben's store in downtown Belleville on Friday November 27, 2020. Photo by Tim Vizer
Black Friday Christmas shoppers

Cathy Wilson of Columbia looks for toys for her four grandchildren at Ben's store in downtown Belleville on Friday November 27, 2020. She also picked up some Christmas-themed place mats and towels. Photo by Tim Vizer
Black Friday Shopping

Joy Smith, right, of O'Fallon, Ill., and her son Donovan, 10, wait at the front of the line at the Ralph Lauren store at the The District at Chesterfield outlet mall, Friday, Nov. 27, 2020. The store was featuring 50% off and attracted customers but because of Covid restrictions on store capacity, there was a line outside to get in. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

Katrina Allen, of Maryland Heights, waits in line at the Ralph Lauren store at the The District at Chesterfield outlet mall, Friday, Nov. 27, 2020. The store was featuring 50% off and attracted customers but because of Covid restrictions on store capacity, there was a line outside to get in. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

While waiting for his sister to get through shopping, Cameron Jackson, visiting from Atlanta, plays with his Husky pup, Karma, at the The District at Chesterfield outlet mall, Friday, Nov. 27, 2020. The mall allows people to bring their dogs to the outdoor portion. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

Chase Williams, 8 months, plays with the face of his godmother, Pauline Spaulding, of Sullivan, Mo., while they were at the The District at Chesterfield outlet mall, Friday, Nov. 27, 2020. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

Dustin Johnson, of South Roxana, dashes after his runaway cart in the parking lot of Micro Center, Friday, Nov. 27, 2020. He and his brother, Douglas, purchased computer equipment for gaming. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

The less than full parking lot at The Promenade at Brentwood on Friday, Nov. 27, 2020, does not reflect the usual Black Friday crowds of years past. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

Shoppers leave the Micro Center in Brentwood on Black Friday, Nov. 27, 2020. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

Drivers waiting for their purchases fill both sides of the aisle in the parking lot of Best Buy, in Brentwood, for Curbside Pickup, Friday, Nov. 27, 2020. Black Friday shopping has taken on a new look with the coronavirus still surging. Many people prefer to not go into the stores. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

"We spent too much," said Dustin Johnson, left, of South Roxana, as he loads computer equipment he and his brother, Douglas Johnson, right, purchased during a Black Friday sale at Micro Center in Brentwood, Nov. 27, 2020. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

Cars fill both sides of the aisle in the parking lot of Best Buy, in Brentwood, for Curbside Pickup, Friday, Nov. 27, 2020. Black Friday shopping has taken on a new look with the coronavirus still surging. Many people prefer to not go into the stores. Photo by Hillary Levin, hlevin@post-dispatch.com
Black Friday Shopping

Curbside Pickup is popular at Best Buy, in Brentwood, Friday, Nov. 27, 2020. Black Friday shopping has taken on a new look with the coronavirus still surging. Many people prefer to not go into the stores. Photo by Hillary Levin, hlevin@post-dispatch.com
Christmas Traditions continues, slightly modified

Ebony Easter, playing the character of Mtoa Hadithi, tells eight-year-old Adelia Collier, back right, and Elise Collier, 3, about Kwanzaa during the Christmas Traditions festival along Main Street in St. Charles on Friday, Nov. 27, 2020. Crowds were smaller than previous years but shops had a consistent flow of customers for the start of the annual Christmas Traditions festival on Black Friday. Photo by Colter Peterson, cpeterson@post-dispatch.com
Christmas Traditions continues, slightly modified

The Juge family celebrates along with Howie Hirshfield, playing the character of Titus Flavius Josephus, after guessing the right dreidel spin during the Christmas Traditions festival along Main Street in St. Charles on Friday, Nov. 27, 2020. Crowds were smaller than previous years but shops had a consistent flow of customers for the start of the annual Christmas Traditions festival on Black Friday. Photo by Colter Peterson, cpeterson@post-dispatch.com
Christmas Traditions continues, slightly modified

Ali Warren, co-owner of Joy's Collective Market, writes on a chalkboard outside the market as they prepare to open on Black Friday in St. Charles on Friday, Nov. 27, 2020. Crowds were smaller than previous years but shops had a consistent flow of customers for the start of the annual Christmas Traditions festival on Black Friday. Photo by Colter Peterson, cpeterson@post-dispatch.com
Christmas Traditions continues, slightly modified

A shopper crosses the street while cars line the curb along Main Street in St. Charles on Friday, Nov. 27, 2020. Crowds were smaller than previous years but shops had a consistent flow of customers for the start of the annual Christmas Traditions festival on Black Friday. Photo by Colter Peterson, cpeterson@post-dispatch.com
Janelle O’Dea • 314-340-8349 @jayohday on Twitter jodea@post-dispatch.com