While it is nearly tabloid-sized at a full 52 pages, there's something missing from Black Friday sales over the past few years: the huge and aggressive discounting seen during the holiday sales at the height of the Great Recession, when retailers would do nearly anything to get sales.
Granted, the United States now powers its economy not by manufacturing, but by consumerism, so that type of reaction could be seen coming. However, in this new ad, while there are sale items, the lack of discounting points to Macy's being optimistic about an economic recovery.
As Wikipedia notes:
Macy's is a U.S. chain of mid-range department stores. In addition to its internationally renowned flagship Herald Square location in Midtown Manhattan, New York City, the company operates over 850 other stores in the United States as of September 12, 2012. It also has eSpot ZoomShops kiosks in over 300 store locations selling consumer electronics.Macy's also has its place in history, with the well-known and beloved Macy's Thankgiving Day Parade.
Local stores are expected to open at midnight on Thanksgiving ... or 12:01 a.m. on Black Friday, if you prefer.
The ad is so huge we've eschewed embedding images of pages. Instead we have created a Scribd document that can be viewed below.