Plaid Friday: The Colorful Counterpoint to Black Friday
 | Author:
Rachael Elliott-Brug
Rachael Brug: MT43 News Vice President and Copy Editor |
Plaid Friday: The Colorful Counterpoint to Black Friday
Rachael Elliott-Brug
In recent years, you may have noticed a quieter, cozier movement weaving its way into the holiday shopping season: Plaid Friday. While big-box retailers gear up for doorbuster deals and pre-dawn lines on Black Friday, Plaid Friday offers a different story—one stitched together by local shopkeepers, neighbors, and the unique character of small towns like ours.
Plaid Friday began in Oakland, California, around 2010 as an alternative to the frenzy of Black Friday. The idea was simple but powerful: instead of stampedes and stress, celebrate the “plaid” of your community—the many colors, textures, and patterns that independent businesses bring to a local economy. Plaid itself became the symbol: layered, varied, and stronger together than any single stripe on its own.
On Plaid Friday, shoppers are encouraged to wear plaid and head downtown, not to the nearest megastore. The goal isn’t just to buy something; it’s to reconnect with the people behind the counters, the owners who remember your kids’ names, the barista who knows your order, the bookseller who sets aside the perfect novel for you.
The economic impact is more than feel-good rhetoric. Studies consistently show that a higher percentage of every dollar spent at a locally owned business stays in the community—supporting local jobs, sponsoring youth sports teams, funding library programs, and helping keep main streets vibrant and safe. When we choose local, we’re not only buying a product; we’re investing in our town’s future.
Plaid Friday also offers something Black Friday rarely does: sanity. Instead of battling traffic and crowds, you can stroll, linger, chat, and discover. You might find a handmade gift, a new favorite author, or simply a warm conversation over coffee.
This year, consider trading the chaos of big-box bargains for the comfort of plaid. Pull on your favorite flannel, wander into the shops that give our town its character, and let your holiday spending reflect the place you call home.
