Price Match: Walmart’s Black Friday Extension

By Ben Waitches-Eubanks

Catlin Gabel School, Catlin Speak

This holiday season, make sure to spend time with family members, get extra rest, and purchase the latest goods from your favorite stores. On Nov. 12, 2014, Walmart announced that they would be extending Black Friday over a five day period.

Walmart’s chief merchant, Duncan MacNaughton, informed consumers that the company is trying to serve the customers who would rather have relaxed time to shop in store or online over a longer period than camp out for one night and try to get the best deals that day.

“It used to be called Black Friday, then it became Thursday, now it’s a week long,” MacNaughton explained. “Maybe we should just call it November.”

In order to blow away the competition and gain business, Walmart also announced a ‘price match system’ so that if customers can find a lower price for the same item, Walmart will match it.

Only eight days later, on Nov. 20, Walmart was forced to change this policy.

Consumers began to exploit the price match system, using tricks to purchase gaming systems and other merchandise for about one quarter of the market price.

Employees at Walmart found out about the scam quickly, and issued a statement to the press:One person in particular posted a fake listing for a PlayStation 4 on Amazon for 90 dollars, then took a screenshot of the listing and brought it into the store where the sales clerk matched the price and sold the gaming console to the customer.

“We can’t tolerate fraud or attempts to trick our cashiers. With this in mind, we’ve updated our policy to clarify that we will match prices from and 30 major online retailers, but we won’t honor prices from marketplace vendors, third-party sellers, auction sites or sites requiring memberships.”

Especially with five day Black Friday around the corner, employees at Walmart will have to be much more selective before they sell a product at a reduced price.

About Grace Masback

Grace Masback, 17, aspires to give voice to the voiceless and holds the modest ambition of becoming the voice of Gen Z. Frustrated by the dearth of impactful platforms for teen journalists, she founded WANT, a news, sports, and entertainment website that aggregates the best in high school journalism from school newspapers and teen bloggers around the world (

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