Many shoppers are cautious, though. While gasoline prices have fallen, they are still high, and this winter shoppers will face higher heating bills.
While the day after Thanksgiving officially starts the holiday shopping season, it is no longer the busiest shopping day. Last year, it was Saturday, Dec. 18, a week before Christmas, according to the International Council of Shopping Centers.
Still, Black Friday sets an important tone for the rest of the season. What shoppers find in terms of deals and service "influences where they will shop for the rest of the season," Lundgren said.
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