Image: Black Friday shoppers at Toyrs R Us in Fort Worth, Texas
Tom Pennington  /  Getty Images
Shoppers Jeri Hull, left, and Karen Brashear wait in line while shopping at a Toys R Us in Fort Worth, Texas, early on Friday.
updated 11/27/2009 4:57:35 PM ET 2009-11-27T21:57:35

Americans took advantage of deep discounts on toys and TVs with some renewed vigor in stores and online on Black Friday after a year of concentrating their spending on basic necessities.

Though the first numbers won't be available until Saturday, early reports indicated bigger crowds than last year, with people buying more and even throwing in some items for themselves.

It was an encouraging sign for retailers, which have suffered through a year of sales declines, and perhaps also for the broader economy, which could use a kickstart from consumer spending.

In Chicago, Dan Montgomery and his wife carted bulging Macy's bags, proclaiming the department stores had "killer deals." Their favorite buy? A set of two skillets for $19.99, marked down from $100.

Still, mall operators said more shoppers were sticking to making purchases in cash and debit cards instead of credit. "I like cash because when you're out of cash, you're out of cash. And you don't have the hangover in January," Montgomery said.

Big day for retailers
Worries about jobs clearly were on shoppers' minds. Most people buying for themselves were picking up practical things that were deeply discounted such as pillows, pajamas and coffee makers, according to stores and analysts.

"With the layoff there have been a few cutbacks, but with the great sales they're offering this year, I think it's, overall, going to be a great Christmas for my two granddaughters," said Ernest Bell of Marietta, Ga., who was laid off in April from his job as an information technology support representative and was at the local Walmart on Friday.

Black Friday, which marks the start of the U.S. holiday shopping season, gets its name because it traditionally was the day when huge crowds would push stores into "the black," or profitability. But the weekend doesn't necessarily predict spending for the rest of the season, which accounts for as much as 40 percent of annual sales and profits for many stores.

Online, Walmart.com, Amazon.com and other online retailers also grabbed for a piece of the action, pushing deals on Thursday and even earlier in the week. Several large retailers, including Walmart and many Old Navy locations, even opened on Thanksgiving.

Those stores now have to figure out how to keep people coming back through Dec. 25.

Though there were isolated reports of squabbles, the pre-dawn crowds were generally calm. Stores took extra precautions to control the throngs after a Walmart worker on Long Island was trampled to death last year on Black Friday.

Deals lure shoppers
Analysts monitoring the malls said shoppers were less frenetic, having researched deals before going shopping. Extended hours also gave shoppers more time to grab deals both online and in stores than a year ago. Most Walmart stores were open on Thanksgiving to prevent the mad dash of shoppers for its Friday 5 a.m. specials.

ShopLocal, a subsidiary of publisher Gannett Co., on Friday said traffic was up 27 percent at top retailers' online sites featuring their Black Friday ads.

Video: Black Friday shoppers turn out in full force Stores were encouraged that shoppers appeared to be a little freer with their spending. Best Buy, Sears Holdings Corp. and mall operators Taubman Centers, Mall of America and Simon Property Group offered signs people were buying more than last year.

An average of about 1,000 people were in line for midnight openings at Toys R Us stores, CEO Gerald Storch said.

Even luxury stores, which generally aren't the big attractions for Black Friday, had brisk traffic, according to analysts.

More than 5,000 people were at Macy's Herald Square store in New York early Friday, slightly more than last year, Macy's CEO Terry J. Lundgren said. Among the most popular items were Tommy Hilfiger $99 bomber jackets, marked down from $450.

Dondrae May, a manager at a Best Buy in Framingham, Massachusetts, said shoppers started lining up at 4 p.m. Thursday — 13 hours before opening. He said shoppers were filling their baskets with more items than a year ago, when they were shellshocked after the financial meltdown. The biggest draws were laptops, TVs and GPS systems, he said.

The chain had sold out of all of its early morning specials within two hours of the 5 a.m. opening, spokesman Scott Morris said.

Copyright 2009 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Photos: Black Friday bargains

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  1. Early risers

    Shoppers line up outside of a Best Buy store Friday in Irving, Texas, as they wait for it to open. (Jessica Rinaldi / Reuters) Back to slideshow navigation
  2. In search of deals

    Shoppers in search of Black Friday bargains wait for the doors of Macy's to open at 5 a.m. Friday in New York. Black Friday, the day after Thanksgiving, is often the single busiest shopping day of the year, which accounts for nearly one-fifth of the retail industry's annual sales. (Finbarr O'reilly / Reuters) Back to slideshow navigation
  3. Family tradition

    Tina Jones, 53, of Tampa hustles into a Best Buy store with her grandson Anthony, 6, in tow. Jones had been waiting in line outside the store with her grandson and her son, Shawn, since noon on Tuesday. The event is a tradition with the Jones family that goes back for six years. (Stephen J. Coddington / Zuma Press) Back to slideshow navigation
  4. Wild about Wii

    Mario Yanez, center, and Richard Silva, right, pass out the Wii and Wii Fit to anxious shoppers as they take advantage of Black Friday sales at the HEB McCreless Market in San Antonio, Texas. (Lisa Krantz / Zuma Press) Back to slideshow navigation
  5. Shopping in pajamas

    Kristen and Mike Lacoste of Cumberland, R.I., drag a 42-inch plasma television to the cash register at a Sears store Friday in North Attleboro, Mass. The couple awoke at 3 a.m. to take advantage of Black Friday deals. (Stew Milne / AP) Back to slideshow navigation
  6. Crowd control

    David Ayuso directs shoppers off an escalator of the main floor at Macy's in New York on Friday. (David Goldman / AP) Back to slideshow navigation
  7. Armloads of toys

    Shoppers Jeri Hull, left, and Karen Brashear wait in line while shopping at a Toys R Us in Fort Worth, Texas, early Friday. (Tom Pennington / Getty Images) Back to slideshow navigation
  8. Big day for retailers

    A sales clerk at the Best Buy electronics store in Westbury, N.Y., counts money for a purchase Friday. (Shannon Stapleton / Reuters) Back to slideshow navigation
  9. Best Buy bargains

    Shoppers carry their purchases from a Black Friday sale at a Best Buy electronics store early Friday in Falls Church, Va. Americans headed to stores in droves in the dead of night on Friday to kick off the holiday shopping season, though many said they had pared back how much they would spend on family members and on themselves. (Jim Young / Reuters) Back to slideshow navigation
  10. Shopped out

    Ciaran Smyth, center, of Dublin, Ireland, takes a break from nearly five hours of shopping as he waits for his wife to finish up in the shoe section Friday at Macy's in New York. (David Goldman / AP) Back to slideshow navigation
  11. Specials lure shoppers

    Trey Hoffman tries to get some rest while waiting in line for the 5 a.m. opening of a Target store Friday in Fort Worth, Texas. Many shoppers waited in line for hours for the chance to snatch up limited quantity specials that the store was offering. As many as 134 million shoppers -- 4.7% more than last year -- will shop over the next three days, according to the National Retail Federation. (Tom Pennington / Getty Images) Back to slideshow navigation
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