Ramblings of a Marketing Gurl: Home Depot Black Friday Ad

Recycling of the November/Holiday Winter ad pricing theme? Poor ad planning? No one running their email marketing department? It is rather curious why any retailer would use the Black Friday phrase in a season other than after Thanksgiving day. Even the US Post Office knows that Mother's Day weekend is the busiest parcel shipping "season", which outpaces Black Friday. What do you think?