Ctrl-Alt-$ave: Holiday shoppers to hit Web for deals; Many Black Friday purchases will be via the computer highways.

Byline: Linda Bock 

The only thing fatter than the bird on Thanksgiving is typically the newspaper stuffed with ads touting next-day door-busters, sales and specials.

But this year, holiday shoppers are getting a jump-start on strategizing their Black Friday shopping sprees by turning to social networking sites and store Web sites. With a slumping economy, retailers have figured out it will be a hardcore battle for the bucks this year. Savvy shoppers have figured it out, too, and are adding online bargain-seeking Web sites and social networking sites to their Black Friday plan of attacking their holiday shopping.

The National Retail Federation is anticipating an extremely promotional holiday season, and many sales may only be offered to a retailer's most loyal customers. The federation is advising shoppers to be vigilant in searching for holiday promotions in newspapers and on Web sites.

Black Friday is the kickoff to holiday shopping, when stores attempt to lure shoppers with amazing deals on the season's must-have gifts, hot toys, electronics and clothing.

Mike Riddle, who lives in Eastern Massachusetts, used to be at the stores when they opened the day after Thanksgiving.

"I waited three hours to get into the door at Best Buy (in Nashua, N.H.) one year," Mr. Riddle said. He said he went home frustrated by his experience that day without the item he wanted to buy, and decided to look online for it.

"I actually found it online, and I actually found it cheaper," Mr. Riddle said. "That was the end of getting up in the middle of the night and shopping."

Mr. Riddle, a software developer, decided to start Black-Friday.net in 2005 along with a few others. The Web site is a clearinghouse of Black Friday ads that are usually kept secret until the circulars arrive in Thanksgiving's newspaper. In addition, the Web site offers direct links to products so shoppers can purchase the advertised discounted items online Thursday or Black Friday without having to stand in line at the store.

Companies send their Black Friday advertisements to Web sites such as Black-Friday.net as soon as they receive them.

"We already got Sears," Mr. Riddle said. "Some retailers like it; some don't."

Retailers at Wrentham Village Premium Outlets in Wrentham apparently like it. Their after-Thanksgiving Midnight Madness sale and Black Friday weekend sales draw people from all over New England. All the retailers already have posted their specials at www.premiumoutlets.com.

"Social media has indeed been integrated in our marketing mix," said Michele Rothstein, senior vice president of marketing for Chelsea Premium Outlets, a division of Simon Property Group. "We have a popular Twitter page, www.twitter.com/premiumoutlets, where we communicate special offers and more for Wrentham Village Premium Outlets and our other centers across the country. We have already started `tweeting' about our After-Thanksgiving Sale, which kicks off with our midnight opening on Black Friday."

The Web site also offers a comprehensive list of special offers, and shoppers can score additional savings by signing up online for the VIP Shopper Club.

According to results of Shop.org's eHoliday study, conducted by BIGresearch, 47.1 percent of retailers surveyed will be increasing their use of social media this holiday season. Also, 60.3 percent of retailers said they have added or improved their Facebook page and 58.7 percent their Twitter pages this year. And 65.6 percent of retailers have added or enhanced blogs. In addition, to provide consumers with an extra incentive to start shopping, 34.3 percent of retailers say they will offer holiday deals earlier this year.

Rotmans furniture and carpet store in Worcester is using Facebook and Twitter this holiday season, in conjunction with traditional newspaper, magazine, radio and television ads.

"New Age shoppers are going to include shoppers who use social networking sites," said Corinne Brisbois, advertising and marketing coordinator at Rotmans. "It's an easy way for customers to find out what's going on. It's easy for them to sign up for Facebook and to follow us on Twitter. They automatically get updates and specials. The goal is to alleviate stress on our shoppers."

Rotmans plans to advertise Black Friday deals online early this year. That way, shoppers can get set for the specials earlier in the week instead of waiting for Friday morning.

"Given the economy today, everyone is going to want a bargain," Ms. Brisbois said.

No matter how shoppers find them, finding the Black Friday deals is worth the effort, and getting a jump on planning what to buy and where to buy it will definitely benefit holiday shoppers.

"You can get dirt cheap deals on Black Friday; it's definitely worth getting up early," said Cindy Gould of Hudson. She has set her alarm for 4 a.m. more than once to beat the crowds at the Walmart in Hudson on Black Friday.

ART: PHOTO

CUTLINE: Shoppers visit a J.C. Penney store in New York as the holidays approach.

PHOTOG: THE ASSOCIATED PRESS