The Macy’s Thanksgiving day parade is one big advertisement. It doesn’t matter, I still like watching it. But in case any of us miss the point, the parade ends with Santa Claus. The red robed elf signals the start of the Christmas shopping season.

Thursday, all across the U.S. families gathered to eat turkey, stuffing, mashed potatoes, cranberry relish, and green bean casserole. Many will barely have their relatives out the door before grabbing their coats and heading down to the mall to wait for the Friday morning pre-dawn openings.

The savings are often not significant or the number of savings on a particular item are limited.

I heard stories from a man who got in line at 3 a.m. to buy a large screen television set at a couple hundred dollars off. Significant savings—limited numbers. Around 6 a.m. the person in front of him got the coupon for the last large screen television set. He went home empty handed.

A woman told us about her Black Friday shopping in New York city. She went clothes shopping on items that were only marked down a dollar or two.

Each of these people left their Black Friday pretty disappointed but both got up pretty early Friday morning to participate. You might not be one of them but you need to understand what makes them tick. You’re writing has to get people to rip through your book. Don’t use gimmicks or limited offers that makes them feel cheated later, but somehow find something that creates a need in your readers to hang on your next chapter.

Every chapter of your book can be the beginning of your Black Friday chapter.