Let’s face it, Black Friday is a shadow of its former self. Not only did Thanksgiving and Cyber Monday intrude, but retailers had been announcing special deals for days and weeks before. Amazon began its “Black Friday” deals a week ahead of the holiday. And while Wal-Mart Stores stretched out its “New Black Friday” from Thursday to Cyber Monday, it similarly began advertising “pre-Black Friday” deals a good week before Thanksgiving.

Retailers should probably find another way to spin the holiday shopping season. “Special” isn’t feeling very special anymore.