Local stores filled with Black Friday shoppers

Local stores filled with Black Friday shoppers

As retailers compete for consumers' dollars, deep discounts are becoming par for the course on America's biggest shopping day of the year, and more businesses than ever are taking part.

Bill Park, a partner at Deloitte & Touche LP, said online sales are starting to complement in-store shopping over the weekend, and for shoppers and retailers the two platforms are starting to converge.

71 percent of shoppers will hit the stores Friday, Nov. 23.

The National Retail Federation, the nation's largest retail trade group, is expecting holiday retail sales to increase by as much as 4.8 percent from past year for a total of US$720.89 billion. "Retailers understand that shopping and buying on smartphones are now the norms for consumers, and as a result are delivering better experiences and optimization on mobile devices", said Schreiner.

So far, so good: Online shopping between Wednesday through 5 p.m. ET Thursday has totaled $4.15 billion according to Adobe Analytics data, surpassing last year's total spend for the same time period.

Many shoppers said Black Friday is as much about the spectacle as it is about doorbuster deals.

Consumers are also spending more this year, Adobe reported, with average order value up 8% vs. Thanksgiving Day last year.

Jaki Montanez and Alysia Montanez dressed for the occasion - and the early morning hour - in festive onesie pajamas as they strolled the mall early Friday.

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Konrad Kelling, managing director of Barclaycard Payment Solutions, said: "Our data shows that people have been making a higher number of less expensive purchases than at this time past year".

At Aurora Farms Premium Outlets in Aurora, Ohio, roughly 30 miles southeast of Cleveland, lines formed outside both the Nike outlet and the Kate Spade store.

Americans upped their spending during the first half of this year at the strongest pace in four years, yet retail sales gains have tapered off recently.

Among those in the lines were families who see Black Friday as an additional holiday, even getting shirts made for the annual event. That was all while trying to get down one aisle.

Charlotte Jackson, from London, came to NY with her mother for Black Friday shopping.

Many retailers, reacting to the bankruptcy of the Toys "R" Us chain, are catering to parents.

"The new concepts that are coming on board are things like "buy online" and then "pick up in store" or "ship from store" these things still need a store presence", said Lee Holman, retail analyst.

Target said in October, it planned to dedicate almost a quarter of a million square feet of new space to its toy business across 500 of its stores. That way, we get what we want", he said, showing the boxed perfume set he had purchased."I already got a propane operated buddy heater so when I go deer hunting I won't be cold. An Athleta clothing store in Tysons, Virginia, provided hot chocolate with marshmallows to women in line for the dressing room.

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