The Madding Crowds: Keeping Holiday Shopping Season Safety Front of Mind

By Rob Chadwick

Black Friday has become almost as emblematic of American traditions as the Thanksgiving table itself. Every year, millions of people pour into stores and shopping malls the day after the holiday, eager to take advantage of deeply discounted deals that fuel one of the most important economic weekends of the year. For many families, it has become a tradition and an annual outing that marks the unofficial start of the holiday season and contributes significantly to the national economy.

But as these crowds grow and the pace of the day quickens, it’s important to remember that the excitement of Black Friday also brings new challenges, particularly in safety. While navigating the latest deals, shoppers should be equipped with an awareness, mindset, and proper preparation needed to move through the season with confidence and peace of mind. Personal security is not about fear; it’s about becoming a stakeholder in your own safety and instilling confidence through competence.

Large crowds naturally create opportunity — not just for retailers, but for individuals who prey on distraction, confusion, or complacency. Crowded public spaces can attract criminals, opportunistic predators, and, in rare cases, those intent on causing widespread harm. While the odds of any one person experiencing a serious incident remain very low, the impact of not being prepared can be high.

This is where situational awareness becomes essential. Being aware of your surroundings is neither burdensome nor complicated. Keeping your head up, avoiding unnecessary distractions, and observing who and what is around you are always a best practice, especially when out in public. Early detection and avoidance are the cornerstones of personal safety. “Time” is the single most important factor during any emergency. The sooner you notice something that feels “off,” the more time you have to move away, to avoid, or if necessary, to respond.

One of the most common denominators among individuals who have achieved a positive outcome during an unexpected crisis — whether a violent attack, a medical incident, or a large-scale emergency — is simply that those individuals had devoted time and consideration – beforehand to think about what they would do if something went wrong. A mental walk-through of possible scenarios, much like how a professional athlete visualizes success before a game, is an incredibly powerful tool. This kind of simple, practical preparation dramatically increases one’s ability to take effective action under stress. Preparedness reduces panic, increases clarity, and greatly improves the likelihood of making good decisions in moments when seconds matter.

Holiday shopping is often a group activity with families, friends, children, and loved ones sharing the day together. But group outings also add complexity if something were to happen. That’s why it is critical to discuss, develop, and share a group safety plan before hitting the stores. Designate a rally point; choose a clearly identifiable place outside the where everyone agrees to meet if separated or if an emergency occurs. Establish communication expectations; ensure everyone knows how you will contact one another if cell networks become overloaded or fail. Discuss “What If” scenarios; what if someone gets lost? What if you need to evacuate quickly? What if one person is caught in the crowd while another is still inside a store? Briefly discussing these scenarios ahead of time helps reduce fear and increases readiness. A reunification plan isn’t just smart; it’s a responsibility when others are depending on you.

Ultimately, staying safe during the holiday shopping season isn’t about being fearful or hyper-vigilant. It’s about being proactive instead of reactive — prepared, not surprised. It’s about empowering individuals to move through the world with confidence.

Black Friday and the weeks that follow should be filled with joy, connection, and celebration. A few intentional steps toward awareness, preparation, and communication ensure we can fully enjoy these traditions while protecting ourselves and the people we love. This holiday season, let’s pair excitement with responsibility, because when you are prepared and confident, you’re not just safeguarding your own wellbeing, you’re also helping protect the ones who matter most.

Rob Chadwick is the Principal Training Advisor for the United States Concealed Carry Association (USCCA), where he serves as a national spokesperson and trusted trainer—equipping our employees and countless Americans with the skills and confidence to protect lives in moments of crisis.