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On Black Friday, I ordered some $5 sweaters from JC Penney’s. The website cleverly gave me two choices: have them shipped to me home for an outrageous $14, or shipped to a store for pickup for $3. Naturally, I chose to pick them up at Aviation Mall and save $10.

When I got to JC Penney’s, they told me the online order pickup was at the back of the store. Marketing minds have put thought into this. I walked down an aisle in which they managed to advertise hundreds of enticing things. By the time I got to the pickup counter, I’d considered several purchases and decided on one.

I bought a pair of super-soft pants for my daughter for $7. Hey...I was still $3 ahead of where I’d be if I’d gotten everything shipped to my house!

I admired how they managed to get online sales on Black Friday AND in-store sales during pickup. That’s the way to keep a brick-and-mortar store open.

As an aside, I love shopping in real stores, but not with a three-year-old. We went to the zoo on Black Friday instead and had a lovely time.

You can reach Kathleen Moore at 742-3247 or kmoore@poststar.com. Follow her on Twitter @ByKathleenMoore or at her blog on www.poststar.com.

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