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Fortune
Fortune
Allie Garfinkle

SHOCKING: How one e commerce focused founder yiqi wu of aimerce is thinking about black friday - What They Never Told You

(Credit: Brian van der Brug / Los Angeles Times via Getty Images)

I don’t know about you, but I’ve always found Black Friday to be a little scary. 

And not necessarily in the fun Halloween way, either. Perhaps it’s because stories (and urban myths) from the early 2000s about shoppers getting trampled in big-box stores are ingrained in my consciousness. (There’s also almost no discount big enough for me to subject myself to a stadium concert-like crush of humanity.)

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