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Jeanne LaCelle, of Acampo, goes through the Target ad as Diana Green looks on before the store opens Friday. (Jennifer M. Howell/News-Sentinel)

Braving Black Friday

Local shoppers embrace tradition, and the cold, to find deals

By Amanda Dyer
News-Sentinel Staff Writer
Saturday, November 24, 2007 6:37 AM PST

It's 4:30 a.m., but it's prime shopping time for the Black Friday buyers camped out in front of Wal-Mart.

Though the sun has yet to rise, a few hundred shoppers have formed a line that reaches deep into the store's parking lot.

"It's just tradition. We do it every year," said Audria Arceo, 34.

Arceo and a group of relatives and friends had already visited JC Penney, before resuming their place in line as the second group to go into Wal-Mart early Friday.

Her strategy — divide and conquer.

While Arceo grabs a new George Foreman Grill, her nephew Joseph Zamora, 16, will head to the electronics section. She's assigned several others in her posse to different departments to get items.

The group of Black Friday veterans hopes to beat their personal best from last year — in and out of the store in 15 minutes.

As the doors open Zamora, dressed in a Yankees ball cap and a leather jacket for warmth, rushes past the Wal-Mart employees to the electronics section.

"We're just an electronically prone family," the teenager said.

Zamora grabs a handful of memory sticks and a few DVDs before the crowd catches up to him.

Within seconds of procuring his items Arceo is behind him with her grill. Apparently, she had trouble finding it, but nobody would have guessed given the speed with which she ended up in the electronics department.

"Did you get the camera?" Arceo asks Zamora.

Not seeing it in his hands Zamora makes a beeline toward the camera display case. Just barely over five feet tall, Arceo is a shopping force to be reckoned with.

Within seconds Arceo in her black cap and track pants emerges from the crowd surrounding the case with the camera and takes off down the aisle.

By 5:04 a.m. the crowd of several hundred peopled outside the store has jammed the store's aisles, in a gridlock reminiscent of Los Angeles rush hour traffic. But somehow Arceo weaves through the crowd and arrives at the registers to meet the members of her group, who have all come back with the items they wanted.

Diana Green


Diana Green

Age: 29

Residence: Lodi

Store: Target

Place in line: First

Time she arrived at the store: 1:30 a.m. Friday

Items sought: Camcorder, other electronics.

Strategy: Use a cup of coffee to keep your hands warm while you wait.

Jeanne LaCelle


Jeanne LaCelle

Age: 36

Residence: Acampo

Store: Target

Place in line: First

Time she arrived at the store: 1:30 a.m.

Items sought: Gifts for her children.

Strategy: Have somebody wait behind with a cart so you can run as fast as you can to the items you want. If you try to run with a cart, you will be passed.

Rosie Frederick


Rosie Frederick

Age: 44

Residence: Ione

Store: Staples

Place in line: First

Time she arrived at the store: 6:30 p.m. Thursday

Items sought: Laptop, GPS system, LCD monitor, Toys "R" Us gift card and a glue stick.

Strategy: Bring a tent to stay in and DVDs for entertainment.

Brian Aoyama


Brian Aoyama

Age: 21

Store: Staples

Place in line: Second

Time he arrived at the store: 8 p.m. Thursday

Items sought: Laptop and GPS system.

Strategy: Get dropped off and then have friends bring you supplies.

— News-Sentinel staff

By 5:09 a.m. Arceo and company have checked out, exited the store and are headed toward Target.

"We did better than last year," she said. "See, it's worth it to come out here."

Bargain hunters find more than sales on Black Friday

It's safe to say that Acampo resident Jeanne LaCelle wouldn't have arrived at Lodi's Target shortly after midnight Friday if it weren't for the incredible deals. Her children even made her a booklet of things not to miss during the day-after-Thanksgiving sales.

However, LaCelle had another reason for facing the cold Friday morning.

"You save money, but I love hanging out with people," LaCelle said.

For many in line on one of the busiest shopping days of the year, the deals almost come second to the camaraderie shared with those in line and the thrill of the hunt — almost.

Lodi resident Julie Traxler said her experience has given her a leg up on her fellow shoppers.

"It's fun," Traxler said. "I've worked retail and I know the ins and outs."

An 11-year veteran, Traxler planned on spending $800 on the day after Thanksgiving, often called Black Friday because it's the day retailers go from being "in the red," or not making any money, to being "in the black," or making money.

Although her children didn't accompany Traxler, they did send their lists with her.

"They all want expensive crap," said Traxler, who refuses to pay full price for her gifts.

Traxler's mother even put in a request for a Nintendo Wii.

"She wants to play Wii," Traxler said. "She's 65."

However, Traxler doesn't seem to mind waiting by herself too much. The few hours she spends suffering in the cold afford her the opportunity to buy gifts for her extended family.

Plus, she gets the thrill of beating out those behind her.

Minutes before the doors opened at Target, Woodbridge resident Eve Spradling still wasn't sure what she was going to fill her basket with. But she wasn't too concerned.

"I always meet somebody nice every year. That's why I come," Spradling said.

After nearly six hours of waiting, Spradling's daughter Bree wasn't sure whether she felt the same way.

"It's fun sometimes," Bree said, groggy from having just woken up from a nap in the car.

In front of Staples, sisters Susan Bjork and Rosie Frederick, who had nabbed the first spot in line, hadn't lost sight of the items for which they came, but they had fun passing the time nonetheless.

The sisters and their families erected a tent on the sidewalk in front of the store and watched DVDs on their laptop through the night.

Contact reporter Amanda Dyer at amandad@lodinews.com.

Reader Feedback

shocking wrote on Nov 30, 2007 1:20 PM:

" Cogito - Wow, what a surprise... you're married to a nutcase. No shocker there. "

Mrs Fernandes(BCHS) wrote on Nov 26, 2007 1:42 PM:

" Brian, you are crazy. I hope you got what you wanted. Salsa Club Rocks!!! "

jqq wrote on Nov 26, 2007 11:51 AM:

" I am just glad that these weirdos were not around when my wife and I camped out three days in advance to purchase a home some years back! :) Luckily for us and those around us the builder did not make us wait the entire three days in the 102+ temperature! They let us make our deposit within two days because they had the numbers that they needed. "

To Cogito wrote on Nov 25, 2007 10:13 AM:

" I knew it! Tired of trying to figure out the "secret meanings" of "Back in Lodi again"! "

Cogito wrote on Nov 24, 2007 6:19 PM:

" I'd like to say these people are crazy, but I happen to be married to one. This year was the first year in a while that she slept in. Nothing inspired her this year. I'd rather pay more and sleep in. "

Okay... wrote on Nov 24, 2007 3:48 PM:

" what do you do with all of the stuff you brought with you while you're shopping? (The tents, blankets, chairs, portable dvd players.) "

Comments on this story are now closed.



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