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What's deviance got to do with it? Black Friday sales, violence, and hyper-conformity.

Raymen, Thomas and Smith, Oliver (2016) 'What's deviance got to do with it? Black Friday sales, violence, and hyper-conformity.', British journal of criminology., 56 (2). pp. 389-405.


Based upon original ethnographic and interview data, this article presents an initial theorization and analysis of the violence and disorder witnessed throughout UK high streets and superstores during the 2014 Black Friday sales. While the conduct of these ‘extreme shoppers’ appeared deviant, this article positions such behaviour as hyper-conformity to the cultural values of neoliberalism, embodying the competitive individualism, cultivation of envy and aggressive display of consumer items which characterizes Western society in late modernity. In doing so, the authors explore the concept of ‘deviant leisure’, using the disorder of Black Friday to pose important questions about how the underpinning social and cultural values of neoliberal consumer capitalism pervades relatively mundane leisure activities, cultivating harmful subjectivities.

Item Type:Article
Keywords:Consumerism, Black Friday, Deviance, Leisure, Shopping.
Full text:(AM) Accepted Manuscript
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Publisher statement:This is a pre-copyedited, author-produced PDF of an article accepted for publication in British Journal of Criminology following peer review. The version of record Thomas Raymen and Oliver Smith (2016) What’s Deviance Got to Do with it? Black Friday Sales, Violence and Hyper-Conformity. British Journal of Criminology, 56(2): 389-405 is available online at:
Date accepted:16 May 2015
Date deposited:24 July 2015
Date of first online publication:03 June 2015
Date first made open access:03 June 2017

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