WDAY: The News Leader

Published November 20, 2012, 09:24 PM

Fleet Farm not following the pack, sticking with Thanksgiving tradition

Fargo, ND (WDAY TV) - One big retailer is catching the eyes of consumers this shopping season.

Fargo, ND (WDAY TV) - One big retailer is catching the eyes of consumers this shopping season.

Mills Fleet Farm says it won't be open on Thursday so can families can enjoy the holiday.

Fleet Farm says it's sticking with tradition, while other big-box stores follow national trends, opening earlier than ever.

This holiday season, Fleet Farm's bringing in a little extra love. Not just for its Black Friday bargains but because of this commercial.

"Mills Fleet Farm is closed Thanksgiving, so our employees and customers can spend the entire day celebrating with family and friends."

Marketing experts say this hard-hitting approach tugs on consumer's heartstrings by showing it's not profit-driven.

Brian Meckler, Absolute Marketing Group: "It's creating more of an emotional connection with consumers versus who has the cheapest this or that."

This marketing ploy comes as big-box stores face protests, pledges against them, and petitions. One Target employee got nearly 500,000 signatures -- asking the retailer to push back early Black Friday hours.

Tim Curoe, Target VP of Human Resources: "Our team members are supportive of our plans. They appreciate and understand they can pick up additional hours."

Marketing Experts say Fleet Farm's timely, attention-grabbing ad is a good strategy.

Meckler: "Maybe they don't get much Black Friday business in the first place."

Experts say this ad has potential to bring in big bucks from the sales on these stocked shelves, the day after Thanksgiving that is.

Fleet Farm opens on Friday morning at 6. While Walmart opens at 8 and Target opens at 9 on Thanksgiving night.