This may well be their logic, but I believe they are misguided. The only things the buying public wants from a company, are fair prices, and honest service. That will bring in the customers, and won't alienate anyone. All they needed to say was "Hey, we're starting our Black Friday sale early. Check out our low prices, right now."
As for me, I'm not offended by the F-word, and probably use it too often myself. And I'm not looking for anything from a company, but honesty. I just think there is a time and place for everything. I also think I'm entitled to judge a company by their actions, and words.
If unprofessional is the reputation they want to establish, they are well on their way.