THOMASVILLE — The day after Thanksgiving kicks off Christmas shopping activity with sales, crowds and merchants’ dependency on end-of-year numbers to keep them out of the red — and in the black — for the year.

Because of COVID-19 impacting businesses this year, the Christmas shopping period is particularly crucial.

“This year’s Black Friday is probably more important than any Black Friday we’ve ever had,” said Ron Dixon, owner of Al Dixon Men’s Wear in downtown Thomasville. “We’ve got to make things up in the last quarter.”

During the first and second quarters of this year, Dixon’s business lost purchases for proms, Easter and weddings.

A number of weddings cancelled because of COVID-19 earlier this year are taking place now. Dixon is attempting to secure products he sells, but the novel virus has interfered with the process.

Cooler weather has put people in the mood to buy clothing, Dixon said.

His store traditionally sees 35 to 40 percent of annual sales in November and December. It will need to increase to 50 to 60 percent his year, Dixon said.

Onward Reserve, another downtown men’s clothing store, closed during April, said manager Melissa Korobeynikov. People are becoming excited about the Christmas shopping season and being together, she said.

“It’s going to help increase traffic. It’s going to get us back to where we need to be,” Korobeynikov said.

The Pink Valise Boutique downtown closed for almost nine weeks because of COVID-19.

Shopping is picking up, “but it’s not where it needs to be,” said store co-owner Tracie Fiveash. “This is where we make it or break it.”

Fiveash said it is critical for people to shop locally.

The 2020 Christmas shopping period is “extremely important,” she said.

This year’s Christmas shopping season is more important that in past years, said April Fletcher, owner of Ally B, also a downtown store.

The business, she said, is attempting to recover from a COVID-related shutdown, when curbside pickup was available, and customers were allowed to take clothes home to try on.

“We got creative,” Fletcher said.

Easter and Mother’s Day helped Ally B sales.

“We’re really hoping people focus on local,” Fletcher said.

Mary Madison Boutique, a downtown children’s store, will be closed on Black Friday, but will reopen on Saturday, Small Business Saturday in downtown Thomasville.

The Christmas shopping season will be “very important” to the business, said manager Missy Hicks, adding that the store was closed for six weeks earlier this year because of the pandemic.

Mary Madison reopened in May and is fully stocked.

“We hope people will shop local,” Hicks said. “Downtown is thriving.”

At one Thomasville business, Black Friday has “little to no impact,” according to a partner in the business.

Bill’s Jewelers on East Jackson Street will have have no “door buster” sales, said partner Jonathan Crawford.

“Most people don’t rush out to buy a piece of jewelry because they believe it is the best deal,” Crawford said.

In fact, he said, his store’s sales are traditionally slower on Black Friday than on most days. 

Senior reporter Patti Dozier can be reached at (229) 226-2400, ext. 1820