People were willing to sit in hours of traffic at MIDNIGHT
on Friday to go shopping.
This place is about 15 minutes away from me, and I used to work there when I was in college.
I swear...people are cattle. You tell them something is on sale at 3 AM, and they'll be there. All the outlets did was create a demand for it. Guaranteed they do it again next year, and there will be even more people there.
There's another video on the outlets underneath the one that plays in the link called "Grove City Outlets Experience Midnight Madness." Check that one out too.