“Gets People In The Door”
Organizers and designers say the event has been effective.
“We always have good selling and (FNO) gets people in the door,” said designer Rebecca Minkoff, best known for her line of handbags. She was part of New York luxury store Saks Fifth Avenue events for the night.
Data from NYC & Company found that two thirds of stores who participated in 2011 and responded to their survey said store traffic increased as a result of the night.
“What happens is there's a big bump in the stores the following week or 10 days after that,” Fertitta said. “People go and they see ... and then they go back to the stores and buy what they want the next day.”
Given that retail sales have picked up over the summer, buoyed by an improving economy, stores could see an extra benefit this year.
High-end retailers have fared well.
'Long Lines, All The Same Party'
Critics say that with the lines to get into stores and the full-price of items, the shopping event is underwhelming.
“The lines are long and it's all the same party,” said Ross Cameron, who was taking a subway to his home, just blocks from a main strip of New York designer stores holding events.
Others like Deneene Wyatt, 26, of New York who planned to visit all her favorite stores after visiting Diane Von Furstenberg in downtown Manhattan, said she was there for the fashion, not the prices.
“If you like it, you're going to buy it anyway,” she said.