he's anthony pappas, president of his own firm, pappas group, a brand and advertising agency. >> susie: so, anthony, you say that black friday isn't the one day big event in retailing that it used to be? >> well, it is definitely changing. we're definitely seeing a shift that it actually goes through the weekend, and it seems to be kind of kicking off the season of buying. especially through the use of technology, being in stores is not necessarily the only way to get those deals and to get the benefits and the perks. >> susie: and that's exactly the point. now consumers are going in with their smartphone and with their tablets, and, of course, they have computers. how is that changing the whole shopping experience? and, also, how are retailers adapting to this? >> consumers are really looking for convenience. they're looking for ease of use. a lot of people want to avoid the crowds. you see retailers basically build mobile apps and other technologies that allow that experience to happen seamlessly. for instance, apple's apple store app that you can download, basically allows you to bu