Has the novelty of the American day of discounts waned?
A short line outside Louis Vuitton at ION Orchard
It was too calm to be a Black Friday, but it was the morning of the year’s biggest mark-down event. Yesterday, at around 11am in ION Orchard, the few shoppers seen did not appear to be in a haste to shop. By noon, the mall was still relatively quiet. The only store that was attracting a noticeable stream of shoppers was Sephora. But, on the first floor, where we had expected snaking lines, the entrances clear of willing-to-wait shoppers were a surprise to see. Were people too sloshed at last night’s Thanksgiving dinners to be able to be out this early? There was no “palpable sense of excitement” that The Straits Times Channel would later report.
At the newly opened Dior store (formerly Burberry), there was no line, only a woman making an enquiry. But, when we attempted to enter the store, a saleswoman stopped us and asked if we had “an appointment”. Do we need an appointment to shop at Dior? “The waiting time is about one hour if you have no appointment,” she said. But the store is not packed. We peered into the store to be sure. “We want to be able to offer you a one-to-one.” What is that? “We will assign one staff to you.” We were happy to be unattended. “We can serve you better.” It was clear she would not let us in.
We had better luck at Gucci, next door. Just as we arrived at the entrance, a saleswoman gestured to us to enter. Did we need an appointment to shop? “Oh, no. It is not packed yet. You don’t have to queue.” Why is there no line? How has the announcement of the departure of Alessandro Michele affected to traffic? “Not really. It’s about the same as before.” She accompanied us throughout our brief exploration of the store, even stopping us to draw our attention to a Gucci X Adidas shirt, with an awfully massive joint-logo of the two brands. We thanked her, sure in our mind that when we come back again, it would be when the store is rid entirely of the present crop of merchandise.
No queue at the new Dior store at ION Orchard
Over at Bottega Veneta, we sauntered into the store easily. A saleswoman approached us to ask if she could be of any help. We said we were browsing. She left us alone. There were only two other women in the store. The quiet and the freedom to look at the merchandise unharried lent almost an old-time vibe to the experience (even if it was too brief to be described as one). We could appreciate the lovely details of Matthieu Blazy’s ready-to-wear, and touch them. Our reverie was finally broken when we were looking at a S$1,100 pair of clear (yes, see-through!) Puddle Ankle Boots. “Would you like to try,” a coaxing voice came from across our shoulders. No, thanks. It’s a very hot day. We had no idea what we were saying in response.
Across BV was LV. There was a line to the right of the sole entrance on this floor. After SOTD contributor Mao Shan Wang’s experience at the very same entrance in 2018, we had been wary of this particular LV store and had not visited since. It was after one, post meridiem, and we had not been nourished by lunch and we were not sure that we were able to handle any surliness of service, even when merely window shopping, not that there was much of a window to look at when those in line have mostly blocked it. When we stood at the entrance, to look beyond it, the doorkeeper’s speaking glance, said to us, “do you have an appointment?”
There was no one waiting at Loewe, although a rope secured to a pair of stanchions was stretched across the entrance. We stood in front of it, but caught no one’s attention. About a hundred metres to our right, there was a visible line outside Bacha Coffee. Behind us, the hoarding for Christian Louboutin on the former Moncler store looked uncommunicatively at us. Minutes dragged on. Then, a woman with no purchase in hand walked towards us. A sales staff let loose the rope to let her out. She waved to let us in. Were we hoping to see anything in particular, she asked. We wanted to look around first. “Sure”, she said, and left us to discover on our own. Further in the space called “Casa” (or house in Spanish), another staffer said to let her know if we needed anything. We found a S$850 almost-cubic coin case cute, but was not so sure about the extremely prominent logo on the front.
Sephora at Takashimaya Shopping Centre
Many of these stores made no announcement that they were participating in the Black Friday markdown. No standee was placed up front to entice, nor a discreet little sticker. The girl at Dior did whisper something about a “seasonal special”, but she did not elaborate. Was extreme bargain hunting seen on our faces, even when we had our four-ply mask on? A young guy, emerging from LV asked his shopping companion, “how come no sale?” They walked past the Saint Laurent pop-up in the atrium—it was without customers. A sales staff was loitering outside, like a tout. The relative quiet of this floor did not reflect what Black Fridays have become after the easing of COVID restrictions in 2020. Or, was this a reminder that it was a working day for most?
By two, ION did not look busier than usual. There was still no line outside Gucci. At fifteen to three, we walked to Wisma Atria. The traffic could hardly be described as heavy, the clusters of shoppers scarcely made a crowd. At the underpass to Takashimaya Shopping Centre, there was not quite the usual bottleneck. We breezed through. On the other side, it was not manic as we had thought it would be. Found café inside The Editor’s Market was full, but not the store. We took the escalator up, and was surprised to see a very short line outside Chanel (strangely, the queue did run along the side of the store, but cut diagonally across the entryway of the mall. It was quiet at the newly refurbished Fendi. Opposite, two people were waiting to be let in at Dior. Next door at Celine, staffers were chatting among themselves. Strange it was seeing so little action.
Finally a daunting queue. This was at, again, Sephora, where the long line for those opening their wallets was no deterrent to those determined to make a haul. Black Friday, as it turned out, had touched A Great Street rather unevenly this year. Could it be that, despite an impending GST rise, shoppers were not splurging if they were not buying a refrigerator or a television set? Friends WhatsApped us to announce that it was packed at the Courts Nojima Heeren store. Did we not want to see a crowd, they asked. Or go to Metro, they suggested. We would sit that one out.