While shoppers storm stores for Black Friday deals, the Windsor-Essex Humane Society urges them to also consider shopping for black pets.
The Humane Society is holding their own Black Friday special where adopters can save 60 per cent on the adoption fee.
That's because people don't generally adopt black pets, a phenomenon called "black animal syndrome," according to executive director Melanie Coulter.
"Some of the theories are that they don't photograph as well, that their features don't stand out as much," she says. "Sometimes ... people are looking for ... what they consider exciting."
She says it may be due to superstition or these pets lack the patterns and colours of other animals.
Whatever the reason, black cats and dogs can wait for weeks at the shelter while their lighter-hued counterparts go home within days.
"We're hoping to turn it around for at least one day and make the black animals the most popular ones," says Coulter.
The adoption hours are between 11 a.m. and 8 p.m. today only.