American Dream Mall in N.J. Evacuated on Black Friday: A False Bomb Threat



On Black Friday, the biggest shopping day of the year, New Jersey’s American Dream mall, the second largest mall in the country, was evacuated just minutes after opening due to a bomb threat. The threat was later determined to be unfounded, but it caused panic and disruption among shoppers and retail workers. This incident highlights the unique risks that retailers face during the holiday season, as large crowds gather in search of the best deals. In this article, we will delve into the details of the evacuation, the subsequent investigation, and the impact it had on American Dream mall.

The Bomb Threat and Evacuation

American Dream mall in East Rutherford, NJ evacuated on Black Friday due to bomb  threat, Murphy says - ABC7 New York

Early in the morning on Black Friday, around 7:13 a.m. ET, a person contacted the police, claiming that there was a bomb inside the American Dream mall in East Rutherford, New Jersey. As a precautionary measure, the New Jersey State Police immediately evacuated the shopping center, which had opened its doors at 7 a.m. The safety of the shoppers and employees was paramount, and the authorities took swift action to ensure their well-being.

The bomb threat prompted a thorough search of the mall by the New Jersey State Police’s bomb and K-9 units. However, despite their efforts, no explosive devices were found within the premises. This provided some relief to the authorities and the mall management, who were eager to resolve the situation and resume normal operations.

Reopening and Investigation

Following the completion of the search and the absence of any imminent danger, American Dream mall was reopened around 9:15 a.m. Shoppers and retail workers were allowed to return, bringing some semblance of normalcy back to the premises. However, it is important to note that the incident is still under investigation, and the authorities have not released any additional information at this time.

In a statement to CNBC, American Dream mall assured the public that the evacuation was done out of an abundance of caution and that the safety of their employees and guests is always a top priority. They expressed their commitment to providing a joyful and safe holiday season for everyone.

Response from New Jersey Governor

Major New Jersey mall reopens after bomb threat, governor says | Reuters

New Jersey Governor Phil Murphy took to social media to address the situation after the mall’s reopening. In a post on X, he urged shoppers to follow instructions from law enforcement and evacuate safely if necessary. He emphasized the importance of remaining vigilant to ensure everyone’s safety during the holiday season.

Unique Risks of Black Friday Shopping

Black Friday, known for its incredible deals and massive crowds, presents unique risks to both retailers and shoppers. The sheer number of people flocking to malls and stores increases the likelihood of accidents, fights, and stampedes. In the past, incidents of customer altercations and injuries have been reported as eager shoppers compete for limited quantities of discounted items.

Furthermore, the rise in mass shooting events across the country adds an additional layer of concern for retailers. Grocery stores and retail establishments, including Walmart, have unfortunately become targets for such incidents. This further amplifies the need for heightened security measures and preparedness during this busy shopping season.

Ensuring Safety During the Holiday Season

American Dream mall deemed safe after being evacuated on Black Friday  because of a bomb threat -

Given the risks associated with Black Friday and the holiday shopping season, it is crucial for retailers to prioritize safety. Proper planning and implementation of security measures can help mitigate potential threats and ensure a positive shopping experience for all.

Retailers should consider the following strategies to maintain a safe environment:

  • Increase Security Personnel: Employing additional security personnel can help deter criminal activity and provide a visible presence to reassure shoppers.
  • Implement Bag Checks: Conducting random bag checks at entrances can help prevent prohibited items from entering the premises.
  • Enhance Surveillance Systems: Installing and maintaining high-quality surveillance cameras can aid in identifying potential threats and monitoring the overall security of the establishment.
  • Train Staff on Emergency Procedures: Retail employees should be well-versed in emergency procedures, including evacuation protocols and how to respond to different scenarios.
  • Collaborate with Law Enforcement: Establishing strong relationships with local law enforcement agencies can facilitate effective communication and prompt response in case of emergencies.

It is important for retailers to invest in the safety of their customers and employees, not only during the holiday season but throughout the year.


The false bomb threat that led to the evacuation of American Dream mall on Black Friday serves as a reminder of the unique risks that retailers face during the holiday shopping season. While the incident caused temporary disruption and concern, the swift response from law enforcement and the mall management ensured the safety of everyone involved. As retailers continue to navigate the challenges presented by large crowds and potential threats, prioritizing safety measures remains crucial. By implementing proper security protocols and fostering a vigilant environment, retailers can create a safe and enjoyable shopping experience for their customers.

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