Remember the days when Black Friday sales actually started on Black Friday? In recent years, the event has extended beyond and prior to the Friday after Thanksgiving. Many retailers now start their huge discounts much earlier and extend them much beyond Black Friday. Despite this, Black Friday still remains an important selling opportunity that retailers cannot afford to miss out on. Mike Grimes, who heads up Ecrebo North America, explores the significance of loyalty during, what is now known as, the Black Friday season.