The people who rush out for black Friday deals also, in my experience, tend to be lower income people.
My facebook feed confirms that. But I'm sure high-income also do shopping, just more likely to be online. (In fact I wonder how many who posted righteous "I won't be shopping on t-day because I care about retail workers" pics this week will order online and not think about the fact that they're getting the same shipping time and customer service as usual despite the "holiday".)
I'm not sure I see it as a contradiction to buy things on Black Friday or Thanksgiving and dislike the idea of shopping on Thanksgiving. It's two competing desires. 1) I don't want to buy things / shop on Thanksgiving and 2) I want to buy this item cheaply. I think the complaint boils down to why do the sales have to be on this day? I don't think that's the most unreasonable view.
I can feel that.
For me the bleeding of one holiday into another drains the joy from it and turns me into Scrooge. It's like, not only is the pleasure hard to maintain over a long period of time, if I have to dampen my enthusiasm at any point, it doesn't fully spring back.
Like, a sidewalk Christmas tree shop went up in my neighborhood on Monday. Normally I get excited about them even though I don't buy a tree. I like seeing the sign of the season, I like seeing the white kids they import from Vermont to run them, I like smelling the fresh pine as I walk by. But after a moment of startled excitement I was like, 'wait, no, Thanksgiving's this week. I have to still be excited about that instead.' Eh. It's like, in the safe first world, constant opportunity for fullfillment and "specialness" gets to be depressing. To every thing a time and season seems like a better formula for happiness.
Of course, that's just the culture here and if I don't like it I can stop complaining and find another one :)
Yet, even criticizing culture isn't always an option available to Americans. You are told that a. you can democratically control it, like, through not shopping or b. individualism trumps all and there is no intersection between you as a private person and the culture you belong to--if you're affected by the culture it's your own damn fault.