Consumer

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Signs for a $10 promotional gift card as customers wait outside Macy’s flagship store before opening on Black Friday.Photographer: Yuki Iwamura/Bloomberg

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By Jaewon Kang and Jeannette Neumann

November 29, 2024 at 5:26 PM UTC

Updated on

November 30, 2024 at 2:29 PM UTC

This article is for subscribers only.

The lure of $10 gift cards wasn’t enough to draw big early-bird Black Friday crowds at the Macy’s Inc. flagship New York City location in Herald Square.

Andre Langer, 26, and Nicole Galler, 25, were visiting from Germany and arrived at Macy’s when it opened at 6 a.m., hoping to see people storm through the entrance. There were fewer shoppers than they expected, though, and they weren’t impressed with the deals. “They’re not that good,” Langer said.