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Hey, Shoppers: Black Friday Savings Are a Hoax

Shoppers wait to get one television per customer deal at Target store in Burbank, California on Nov. 22, 2012
Shoppers wait to get one television per customer deal at Target store in Burbank, California on Nov. 22, 2012Photograph by Damian Dovarganes/AP Photo

Forget the door-busters, coupons, and “friends and family” deals. U.S. shoppers on the whole will be paying more over the next few weeks than they do the rest of the year. Turns out, retail profit margins tend to be higher during the holiday period, despite all the promotions.

Among the 15 largest U.S. retailers, operating margins in the holiday quarter last year were 11 percent, compared with 9 percent in the preceding nine months. Amid the year-end shopping frenzy, these companies padded their bottom lines, on average, by roughly one-quarter.