Black Friday Guide

By: Jillian Baldassini

As the holiday season is right around the corner, everyone wants to find gifts for their friends and loved ones (maybe a little treat for yourself as well). However, being a college student the budget can be pretty tight. So, I compiled a list of some deals that are going on or coming soon!

*Disclaimer: Some stores haven’t released their Black Friday Deal. So a few of these numbers are from last year's sale! Just keep your eyes peeled for the next coming days.

★ Dicks Sporting Goods - Pre Black Friday: Select holiday deals are 50% (ends Mon Nov 20th) - Plus take an extra 25% clearance items

★ North Face - Select styles are up to 50%

★ Target - Up to 50% in every department including tech

★ Zara - up to 40%

★ Amazon - up to 50%

★ H&M - up to 70%

★ Lululemon - up to 50%

★ Bath and Body Works - All three wicked candles for $14.95 - 2 for $24 single wicked candles - Hand soaps 5 for $27

★ Aerie - 40% site wide

★ SKIMS - Bi-annual sale- up to 50 % off (sometimes they kick it off earlier than Black Friday)

★ Abercrombie - 30% off site-wide

★ Hollister - 40% off everything (if you are a house member you have early access)

★ Ulta - Starting Nov 18th online up to 50% off and in store Nov 19th - Right now 40% morphe, 30% off MAC, 50% It’s A 10, 30% off IT Cosmetics, 40% moisturizers, and much more

★ Sephora - Wed 11/22 (Tarte 30% off) - Thurs 11/23 (Sunday Riley 30% off), - Fri. 11/24 (Fenty Beauty 30% off), - 11/20-11/27 (up to 50% off fragrances)

Hopefully, this list gives you some ideas of what you can get your loved one for this holiday season! Have a safe, fun, well-deserved break :)

Discover your Ideal Study Spot: On-Campus Locations Tailored to Your Study Style

By: Lauren Heye 

As we approach the end of the semester, finals season is slowly creeping upon us. Finding the right study spot is essential for optimizing your productivity. You’ll find that with the right environment, studying can be more productive and even enjoyable. Be sure to try some of these locations out for a change in scenery and explore more of our campus. 

Happy studying!

1. The Social Butterfly: Isenberg Hub 

For students who thrive on social interaction and collaborative energy, the Isenberg Hub is the perfect place for you. Its open layout and communal workspaces provide the ideal setting for group work and discussions. Plus, most Isenberg students have classes/clubs in the Hub, so it is convenient for someone with a tighter schedule. The computer labs in Isenberg are a great place to do Excel work or any other digital project. If you need a study break, the Carney Cafe offers flatbread pizzas, grilled cheese, and smoothies! 

2. The Outdoors Enthusiast: The Design Building Rooftop Garden 

Discover the hidden gem atop the Design Building–its rooftop garden. Although more suitable for other seasons, it’s right across the street from Isenberg, perfect for those who love being outside.  

3. The Cafe Connoisseur: Argo Tea & Terrace Cafe 

Do you need your study session to be fueled by caffeine? If yes, I recommend trying Argo Tea, located in Southwest. With a cafe-style environment, Argo offers a menu ranging from lattes to bubble teas and pastries. The cafe is filled with a mix of small tables and larger group tables. It is the perfect place to meet up with a friend to study! Additionally, check out the newly added Fieldstone cafe, The Terrace. It is conveniently located across the street from Isenberg and has a modern atmosphere for studying. 

4. The Silent Scholar: The W.E.B. Du Bois Library Quiet Floors 

For those easily distracted and in need of a quieter space, head to the library’s quiet floors. With numerous options available, my personal favorite is floor 11. The floors are bordered with individual desks and amazing views of the campus the higher you go up. I find myself here when I have to get a lot of work done or study for a big exam. 

Go Outside! Nature and Mental Health (& a guide to some great local hikes!)

By: Marigold Averill

As the weather is getting colder and the sun is starting to set earlier and earlier, it can be so hard to spend time outside. These past couple weeks, my motivation and positivity has taken a dive in the dump. But, as my Mom reminded me, I simply need to get outside. On Friday morning, I decided to go hike Mount Norwottuck. It was that beautiful Friday where the temperature was perfect and miraculously, the sun was out. Despite having a class that afternoon, I “forced” myself to get outside and enjoy the weather. My mindset completely changed after getting some Vitamin D and exercise in the woods. 

Last year, I was heavily involved in the Outing Club, a club at Umass focused on all things outdoors. Hiking for me is an adventure, a challenge – but more importantly, it's a huge stress reliever. Simply just being outside in the fresh air is a reminder for me that I don’t need to be as stressed and anxious as I am.

Being outside in natural light has huge benefits for anyone who suffers from seasonal affective disorder, a type of depression that affects people during particular seasons of the year. I find myself feeling especially disconnected from nature the more time I spend on my phone — which can be a lot. According to Harvard University, “exposure to nature has been linked to a host of benefits, including improved attention, lower stress, better mood, reduced risk of psychiatric disorders and even upticks in empathy and cooperation”.

Though I tried to continue the streak of going on at least one adventure a week, I found it extremely difficult to do with this year's schedule. It may seem like a lot of work to carve out some time to enjoy the outdoors, but it is always always worth it.

Some mountains/hikes I have really enjoyed around Amherst so far:

Mount Holyoke Summit House

The Mount Holyoke Summit House is an incredible hike. I have done this trail more times than I can count. It’s very short – about 2 miles out-and-back. It’s a rather steep trail, but the view is so worth it. The summit gives you a look at all of Amherst and Northampton, along with the Connecticut River. Do this hike with your friends! It also can be a beautiful sunset hike, just make sure you time it so you aren’t hiking back in the dark (I learned this the hard way).

SugarLoaf Mountain

Sugarloaf Mountain can be hiked via road or trail. I have done both, and love both for different reasons. I have hiked Sugarloaf as a sunrise hike via trail, and it was absolutely stunning. The trail is not too difficult, but if you’re not feeling a more intense hike, walking up the road is also a great way to reach the peak. This is another great hike to do with your friends, especially for a picnic or sunset hike.

Mount Norwottuck

Mount Norwottuck is a bit more difficult – just about 3.5 miles. It is another beautiful hike and the view is so worth it. I have done this trail as a sunrise hike, as well as just during the day. It can be steep at parts, but a great adventure and not too challenging. There are also other trails around Mount Norwottuck that don’t reach the peak but are beautiful flat trails that parallel a river.

Bare Mountain

I have only hiked Bare Mountain once, as a sunrise hike. It was a beautiful hike and I would love to do it again. It is only about 1.1 miles out-and-back and is not too difficult. Steep at parts, but not a huge challenge. This is another mountain on Mt. Holyoke Range and I would definitely recommend you check it out!

How to Manage Mid-Semester Feels

By: Ryo Nozawa

As midterms are coming to an end and Halloweekend is commencing, times can be overwhelming. The culmination of the first half of the semester brings you to one exam and stress may be at its apex. Here are a few tips on relieving some burdens and how to stay safe over the weekend from a 19 year old still trying to figure out life. 

1. Take some time for yourself. 

It is easy to want to drown yourself with friends after all the studying and sleepless nights and it is always refreshing to laugh with friends…however, it is incredibly important to take a moment to yourself. Check in with yourself and see how you feel in the moment. Sad? Tired? Angry? These are all valid emotions that need to be addressed. Mid-semester can be exhausting with the fluctuations in stimulations. Remind yourself that it is okay to stay in, watch a show, and take care of yourself. 

2. Stay hydrated!

Especially as we are in the midst of Halloweekend where nightly excursions can lead to some dehydration and disorientation. Remember to drink plenty of water to stay healthy. I would suggest around 2.5 liters of water a day (I try). Obviously it depends on different people but if you plan on being extra spooky this season, hydration will save you and the next morning, you will thank yourself.

3. Remember your obligations.

Keeping up with one's responsibilities can be a lot especially during a fun weekend. However, whenever I get swept away, I try to remind myself of a work-life balance. I am a strong supporter of its equality, believing that if you work hard, you can play hard. If you remember to get those assignments done and send those emails, you will feel even better having fun (I am still working on this one as I am sure many of you are as well and that’s okay!)

Conclusion:

Sometimes the mid-semester emotions can weigh you down but I think being patient with yourself is important, as well as extending that same gesture to others. Never forget you are human with human emotions and feelings. Care for yourself and others! If you find yourself in a tough situation, reach out. It is shocking how many people are willing to help, listen, and give a warm embrace. Remember to stay safe, stay warm, and stay positive!

Top 3 Marketing Campaigns in 2023: Gen Z the New Target Market

By: Kylie Acerra

1.  Travis Kelce x DIRECTV

It is no surprise Travis Kelce is being looked at for boosting viewership rates with his marketing campaigns. After being published with Taylor Swift, Travis Kelce and the NFL have seen record-breaking viewership numbers and merchandise sales specifically by Gen Z for the #87 Chiefs jersey. But Taylor Swift cannot take all the credit because, according to Spotify, the football star currently hosts the #1 podcast in the world. Similarly, Kelce is trending on social media with his role in the Kelce documentary starring Jason Kelce. Capitalizing on Kelce before his popularity in the media, DIRECTV has used the player to announce its movement into the sports broadcasting industry. As DIRECTV’s “Overly Direct Sportsperson,” Kelce addresses the compromises TV competitors often force fans to make by using the playful slogan “Sack the Sunday Scaries”. Opening DIRECTV to the world of sport, Kelce continues to be the face behind the marketing strategy of gaining Gen Z subscribers. The television platform is adapting to the times of sports streaming and the legalization of sports gambling by offering access to games, statistics, and scores. Their advantage with NFL broadcasting is making the fan experience easier with a one-place destination for a variety of sports content. Focusing on the differentiation of customer experience with sports access, aggregation, and personalization- DIRECTV has shifted from the outdated cable TV model to the advantageous streaming model that has captivated Gen Z.

2.      Ice Spice x Dunkin’ Donuts

The New York Times and Billboard have named her as “rap’s new princess” and MTV has awarded her with “Best New Artist”- Ice Spice the new celebrity of Gen Z has taken the charts by storm. With a name like Ice Spice, it was only a matter of time until October hit and someone would ask her to do a pumpkin spice collaboration. Dunkin’ Donuts, a company that needs to keep Gen Z interested with new flavors and deals, really capitalized on the opportunities Ice Spice would bring. Rising every day, the use of social media (predominantly TikTok) has become the most successful Marketing tool for the younger generations. Now that Dunkin’ had their reach of Gen Z, all they needed was a product. What better than logistically putting together two products, the munchkin and frozen coffee, to save on revenue? The munchkin drink, a play on Ice Spice’s song Munch, was just one perfect combination in this marketing campaign. Co-starring in the commercial, Ben Affleck also directed the commercial with his new company Artists Equity (an agency and production brand). Announcing a partnership needs to be carefully crafted to gain the most engagement, but by bringing together Ice Spice and Ben Affleck they successfully brought attention to the Artists' Equity and Dunkin’ Superbowl partnership and a new Gen Z drink.

3. Kendall Jenner x Uber Eats

The most watched show, The Kardashians, with an average of 1.9 million viewers this season has seen a 7% increase from last season- according to Hulu. Uber Eats, whose target market is mostly Gen Z located in the United States, is expanding to Australia. By taking two global celebrities Kendall and Kris Jenner, who are popular in the Gen Z demographic, Uber Eats was able to gain the interest of viewers. Uber Eats competing with other food delivery services needed to gain the hearts and wallets of Gen Z. By taking the most famous interaction with food on social media in 2023- Kendall Jenner and her lack of ability to cut a cucumber- Uber Eats was able to increase Gen Z engagement rates. While the commercial stars many Australian stars to gain interest in Australia, they still were able to gain engagement nationwide by using America’s favorite reality TV family. The marketing tactics many companies are using now have changed from what will get the most views on TV to what will get the most engagement on TikTok. When expanding globally have a worldwide, popular celebrity be the face of your operation because they will get copied and pasted into Gen Z TikTok accounts.