I think he means since they will spend it anyway for the holiday, it's better for the stores which attract them first, before they've spent it all somewhere else.
The best black friday event I did was over a decade ago when I and my family waited outside a store and managed to snag 3 of the limited number of Microtek scanners at $10 each. One was for us, two were for gifts to extended family. I'll admit I was a bit attached to it for memory sake, but it ended up at Salvation Army this year, especially as I realized not only was it just sitting but that we'd never use it anymore. Max scan resolution was 300dpi as I recall. There were some other good deals, but that's the one I remembered most over the years.
It was about 8 years ago I quit doing it because it had become too popular. The deals became less so and the number of deal items per store more limited. For the first few years there weren't that many who would show up early enough in line, now they camp out starting the day before. Also they'd not yet had police stopping the increasing number of door crashers.
Door crashers are those who show up in the last hour or half hour before opening, stand nonchalantly off at the side like they are waiting for someone in line, but not interested in entering the store, but then suddenly rush the side of the line at the door, pushing through into the melee, creating dangerous situation for those who waited properly in line for hours before.
My oldest kids have done it a few times since then, (not this year) but even they admit it was never as much fun as that first time when we scored big.
One of the best French door fridges we've tested
A good-looking fridge with useful features like an auto-filling water pitcher and a temperature-adjustable "FlexZone" drawer. It was a near-flawless performer in our cooling tests.