Is Black Friday black enough?

The turnout for this black Friday was big but this worries me since more people are seeking the but then they will shop less after black Friday till Christmas time. Also, lower prices (deep discount) boost sales but profits may not improve as the profit margin is lower, translating this into economics, the price elasticity of demand during this holiday shopping season may not be large enough.

Here are some newspaper headlines:
Most Retailers Report a Dismal November
Deep Discounts Draw Shoppers, but Not Profits