The NRF has predicted that USA consumers will spend an average of $ 1,048 this year, an increase of about 4 percent they said they would spend last year.
This year, Adobe Analytics expects online sales on Cyber Monday to reach US$9.4 billion, up by 18.9 percent from 2018.
Numerous biggest retailers-including Walmart and Target-now have very popular online stores that compete with Amazon on both prices and convenience. For the first time ever, the majority of Black Friday shopping is expected to be done online. Eastern on Friday, online spending totaled $767 million, putting Black Friday sales on pace to top $7.4 billion, an increase of 19.2% from a year ago, according to Adobe data. It is also a sign of how Thursday evening store openings have continued to hurt what has traditionally been a day that kicked off the US holiday season.
Cullen said while Thanksgiving weekend might still have some particularly savvy deals, a lot of retailers are starting their sales as early as the beginning of November, which means people don't have to do all their shopping in one weekend.
"We've got a shorter holiday selling season", Jason Woosley, Adobe's vice president of commerce product and platform, said in an interview with CNN Business.More news: Trump faces two impeachment deadlines as inquiry shifts focus
"Black Friday isn't as important as it was in the past, but it is still the biggest shopping day", Sides said. Black Friday kicks off the start of the holiday shopping season.
Woosley estimates that consumers will spend $29 billion online between Thursday and Monday.
A larger portion of the shopping done during Thanksgiving and Black Friday now happens online.
Marshal Cohen, chief industry analyst at market research firm NPD Group Inc., says he doesn't believe a shorter season will affect overall sales, but early discounts will likely diminish Black Friday's impact.
Spot checks on the ground showed there were fewer shoppers this year as retail chains started offering discounts earlier than usual to make up for a shorter holiday season this year. That's a 14.5% increase from a year ago.More news: New York Rangers go for four in Thanksgiving showdown against Bruins
Black Friday is expected to once again be the largest shopping day of the season, followed by the last Saturday before Christmas.
Consumer optimism is running high, unemployment is low, wages are rising and rising fastest at the bottom on the income ladder, and many workers are confident they could find a new job at good pay if they lost their current jobs. The attention is now shifting to mall stores Friday.
Shopper traffic on Thanksgiving evening increased by 2.3%year-over-year but was dragged down by Black Friday, which fell 6.2% from a year ago.
"Every year, it's a worthwhile stop", said Boyer.
Maria Mainville, a spokesman at Taubman Centers, which operates a little over 20 malls in the USA, says that its centers reported strong customer traffic since earlier this week.More news: French activists protest against Amazon in Black Friday backlash
The condensed shopping season this year accelerated early promotions and spending.