Managing crowds key to Black Friday

Retailers hoping to create a giddy buzz around their Black Friday promotions Thursday night and Friday also are aiming to ensure that the excitement remains within orderly bounds.

Crowd-management strategies at the stores, many of whom are opening at midnight and earlier on Thanksgiving, incorporate everything from handing out tickets for Black Friday specials to, in the case of some Best Buy locations, showing a movie as people wait in line.

While retailers have used crowd-management tools for years, the 2008 Black Friday stampede that killed a worker at the Valley Stream Walmart has drawn greater scrutiny of stores' safety practices.

Police involvement in Black Friday events has stepped up since Wal-Mart Stores Inc. agreed with Nassau prosecutors to establish store-safety plans devised with outside experts. "Walmart has committed many more resources and is much more mindful now of how they open the store and allow customers to come in," said Steven Skrynecki, the chief of department of the Nassau County police.

Shoppers will notice an increased police presence at the malls, including mounted units and canine patrols, Skrynecki said. Suffolk police said they also are working with mall security and adding extra patrols.

Retailers said training employees, especially the seasonal hires, is key.

"It's extremely important they are knowledgeable about store policy and products for Black Friday weekend," said Joseph LaRocca, senior adviser of asset protection with the National Retail Federation.

For many years, Best Buy stores have been holding Black Friday rehearsals. Target said this year it has provided its team leaders with additional crowd-management training and designated crowd management leaders for the event.

Best Buy, Target and Toys "R" Us say their employees will let customers in line know what to expect and answer questions. Many plan to hand tickets to the first customers in line for Black Friday deals on limited items. Walmart stores also let customers in line know their chances of getting a limited sales item.

Stores often provide maps online and at the store, showing where promotional items are located. The point of all this planning is fun, retailers said.

Peter Conway, general manager of the Westbury Best Buy, hopes this year's showing of "Harry Potter and the Deathly Hallows Part 2" at 9 p.m. will make waiting a little easier.

"It's a treat for customers," Conway said. "If they are sitting out there for four hours, time is going to go much quicker if they are watching a movie."