‘Earlier Than the Bird’ is Benicia’s answer to Black Friday

By Keri Luiz
Assistant Editor

It’s that time of year again, when First Street merchants open their doors early to give shoppers a chance to get an early jump on their holiday shopping.

Saturday’s “Earlier Than the Bird” promotion was so named because it takes place the weekend prior to Thanksgiving’s traditional turkey feast, Benicia Main Street Executive Director Nancy Martinez said.

That means the local shopping extravaganza, now in its fifth year, also aims to steal a tiny bit of thunder from so-called Black Friday, the customary first day of Christmas shopping.

“It’s all about capturing local dollars, or keeping the dollars local instead of the Black Friday event that the big box stores have,” Martinez said.

“Because we realize that when you look at what the giveaways are that the big box stores will do, and opening at 3, 4 a.m., we can’t compete with that. So why not try to get those dollars before the Black Friday?”

The big box stores seem to be catching on, however. Some are opening their doors on Thanksgiving day; others have been advertising sales that begin as early as this Sunday. “I think they’re starting to get that a little bit. Don’t wait until Black Friday comes — come THIS day!” Martinez said.

Every year, Main Street gives merchants a survey to see how they did during “Earlier Than the Bird,” and the nonprofit uses it to gauge two things: how the overall economy is doing, and whether to keep doing the event.

“So far the majority of them are saying that they see an improvement,” Martinez said. “So far every year after the survey, we’re seeing yes, continue with it.”

There’s no out-of-pocket expense for the merchants — they just have to open their doors earlier. “We’re doing the majority of the advertising, but we also want them to market it,” Martinez said.

Highlights of the event include discounts on merchandise and such homey touches as coffee and donuts. “Each store will have their own promotion,” she said.

“Earlier Than the Bird also encourages shoppers to come clad in their pajamas — flannel robes and crazy slippers are a common sight, Event Coordinator Deborah Meyer said.

Each year more residents get into the spirit of the event, she said.

“It’s still growing. It’s a fun thing to do to get the holiday shopping going,” she said.

Meyer says that this is a good family event, and a fun opportunity for a girls’ morning out. “We encourage them to come down and enjoy brunch as well,” she said.

Tying in with “Earlier Than the Bird” is the latest edition of Main Street’s Cash Mob, where each member of a group of shoppers spends $20 in a random business.

Cash Mob will begin at 11 a.m.

Meyer said organizers are hoping for some crossover participation between the two events.

“We’re hoping that everyone being down here already for ‘Earlier Than the Bird’ will just come right over and meet us to go mob a store,” she said.

If You Go
“Earlier Than the Bird” will take place downtown from 8-11 a.m., followed by the Cash Mob. Meet at Benicia Main Street, 90 First St., at 11 a.m. for the Cash Mob. Visit www.beniciamainstreet.org for more information and a list of participants.