In the late 19 th century and early 20 th century, many parades or processions of Holy Day of Thanksgiving were sponsored by department stores. These include the Santa Claus Parade in Toronto, Canada, sponsored by Eaton and Macy's Thanksgiving Day Parade sponsored by Macy's. Department stores would use the parade to launch a big advertising push. In the end it becomes just an unwritten rule that no store would try to advertise the Christmas before the parade was over. Therefore, the day after Thanksgiving has become "Black Friday Deals" the day when the shopping season officially began.
Later, the fact that this marked the official beginning of the shopping season has led to controversy. In 1939, the retail stores would have liked a longer shopping season, but no store has decided to break with tradition and be to start advertising before Thanksgiving. President Franklin D. Roosevelt moved the date for a week before Thanksgiving, leading to a lot of anger from the audience who wound up having to change planes for the holidays. Some have even rejected the change, resulting in the citizens of the United States celebrates Thanksgiving on two separate days. People began referring to the change as Franksgiving.
