Black Friday, Boxing Day and now natural disasters are all apparently great times to shop for new clothing. As Hurricane Sandy continues wreaking havoc on the east coast, some retailers are offering shopping suggestions and deals to those affected by the storm.

In a statement that would make even Cher Horowitz cringe, Gap posted a message on Twitter telling people to stay safe during the hurricane, then said, “We’ll be doing lots of Gap.com shopping today. How about you?” Because as the flood waters rise, getting the latest pair of khaki chinos is always my first concern.  

American Apparel went a step further, offering a 20 per cent discounts to those states affected by the storm.

Complex.com put together a long list of “11 Hurricane Sales Worth Taking Advantage Of”, then tweeted, “Hurricane Sandy got you down? Here are 11 great sales happening right now to lighten your mood.”

Many, whose moods did not seem “lightened” by the efforts, took to twitter to scold the companies for their timing. Users called American Apparel “pathetic” and “the lowest of low.”

“@Gap Try taking a break from being a shill for a couple of days instead of trying to tie in a life-threatening storm warning to your ads?” said jontando on Twitter.  

Other companies facing backlash include Saks, Urban Outfitters and Owner Operator, to name a few. 

If the storm is giving you an undying urge to drop some dough, may I suggest the Red Cross’ Hurricane Relief Fund. 

____

Mollie Paige writes for the Toronto Standard. You can follow her on twitter @MolliePB

For more, follow us on Twitter @TorontoStandard and subscribe to our newsletter.