The Wal-Mart in midtown Anchorage plans to open its doors to Black Friday crowds at 6 p.m. on Thanksgiving Day. But Ed Dodd, owner of a small toy store across the street, won't welcome his first shopper until at least 14 hours later.
The large national retailers that dominate Anchorage's shopping scene tend to stick to a common script in drawing consumers to their checkout lines and websites: big hype, big markdowns and pressure to get out and shop even if it means Thanksgiving gets short shrift. (Outdoor gear store REI, which will close on Black Friday, is an exception this year.)
But the pressure to adopt a herd mentality is noticeably absent among smaller independently owned businesses like Dodd's.
Classic Toys won't throw open its doors any earlier than usual. There will be holiday markdowns, but none of the doorbuster-style deals like the ones happening across the street.
"We put a select amount of merchandise on sale," Dodd said. "We do our thing. Slow and steady wins the race."
The day after Black Friday, dubbed Small Business Saturday during a nationwide campaign started several years ago, is generally busier anyway, he said. And he does plan on extending hours the Monday following Thanksgiving.
Lori Atrops, co-owner and manager of Habitat Housewares, isn't limiting her sales to Black Friday, either. Several items, cutlery in particular, have been on sale since Monday. The store in the University Center Mall will be closed on Thanksgiving Day and hold normal hours on Black Friday.
Still, Atrops believes shoppers who act earlier tend to have an advantage.
"This is a time when the stores are the most stocked. You have the maximum choice of goods," she said.
Ryan Hittle, manager of WineStyles on the Old Seward Highway, said the wine store usually participates in Black Friday each year.
"Most people have to resupply after Thanksgiving anyway," Hittle said.
This year WineStyles will open two hours early, at 10 a.m., and offer $10 off to the first 50 customers who spend $50 or more, plus a free bottle of red or white. There will also be a sale targeting oenophiles shopping on Small Business Saturday.
The Swanson's store in Bethel is also participating, but instead of limiting itself to a single day, the retailer is advertising large appliances, electronics and furniture for "Black Week."
Joe West, lead salesperson at Wild West Guns in Anchorage, has a more free form approach.
"I'm just going to open the doors and anyone who comes in is going to get a smoking deal. I'll give them the best one I can," he said. The store will not alter its normal hours of 9 a.m. to 5:30 p.m.
At least one small retailer is opting out of Black Friday completely. Circular Boutique, an upscale women's apparel store downtown, will try the strategy this year for the first time. The boutique's emphasis on a personalized shopping experience does not mesh well with the size of Black Friday crowds, according to manager Rachel Droege.
Circular instead held a pre-Black Friday sale, starting last Thursday through Wednesday. The store will open on Small Business Saturday and run another sale then, Droege said.
"This is the first year we're going to be opting out. It's kind of risky, but Black Friday is a just a little too crazy for our liking," Droege said. "We want to stay home with our families and have a good holiday."
Reporter Lisa Demer contributed to this story from Bethel.