Black Friday Draws Crowds Despite Economic Uncertainty

Black Friday continues to mark the unofficial start of the U.S. holiday shopping season, drawing more shoppers into stores than any other day of the year. According to The Associated Press , shoppers flocked to stores…

Andrew PowellNov 28, 20253 min read

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“We are off to a great start,” said Jill Renslow, Mall of America’s chief

Business

development and marketing officer.

She noted lines began forming as early as 3 p.m. Thursday, and roughly 14,000 visitors entered within the first hour of opening at 7 a.m. “We are tracking one of our best Black Fridays ever,” she said.

Retailers say Shoppers are becoming more selective, seeking deals while still willing to spend on key items.

Some companies sped up shipments ahead of upcoming tariffs or absorbed costs to avoid raising prices. Popular categories with notable price increases since April included toys, baby products, housewares, and sports equipment, according to market research firm Circana.

Target, for example, offered the first 100 customers free tote bags and prize products, drawing early lines, while Bath & Body Works and Skims stores also saw high foot traffic. At Westfield Garden State Plaza, Generation Z Shoppers filled stores early, with older customers arriving later. “People are definitely buying,” said marketing director William Lewis.

While Black Friday still drives in-store traffic, online shopping continues to grow. From Nov. 1 to 23, U.S. consumers spent $79.7 billion online — a 7.5% increase over last year — with an additional $6.4 billion spent on Thanksgiving Day alone, according to Adobe Analytics.

Mastercard Chief Economist Michelle Meyer noted the mixed signals in the economy.

“Clearly, there’s uncertainty. Clearly, consumers feel on edge. But at the moment, it doesn’t seem like it’s changing how they are showing up for this season.”