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Every year, people start lining up on Wednesday to take advantage of $3 appliances and $1DVDs, 80% off electronics and deeply discounted appliances. I know that I comb the mail Sunday, looking for deals that can't-be-beat. If you plan on playing the Black Friday game and don't utilize direct mail, you are missing out. It gives you the perfect opportunity to showcase your deals and your merchandise; don't worry about being lost in the crowd. Focus on designing a unique piece and your mailer can be the difference between boom or bust. Check out www.blackfriday2010.com to further understand why mailers are so critical to Black Friday success; these blogs are scanning in your mailer for people so that they know what your deal is. No mailer = no awareness. However, in times where information flows freely, your mailer has an even bigger impact than the audience you targeted. It's just another example of direct mail's added value.