Teagan Hickson walked into a Walmart Supercenter in Fort Wayne, Indiana, looking for Black Friday deals. Concerned about price hikes due to President-elect Donald Trump’s proposed tariffs, she compared prices online before purchasing a Gourmia air fryer oven. Many Americans, like Cristal Lopez in New Jersey, were shopping for holiday items amidst concerns about rising prices. Retailers like Walmart and Macy’s were offering various discounts this year, with consumers expected to spend more online. The National Retail Federation projected an increase in in-store shoppers this year, despite a shortened holiday shopping season. Tight budgets and the need for good deals were influencing consumer behavior during the holiday season. Shoppers like Evelyn Contre and John Dillard were looking for discounted items at stores like Lululemon and Macy’s. Target also offered significant discounts on various products, attracting shoppers like Hoss Moss. Overall, Americans were expected to spend a similar amount on gifts this year, focusing on practical purchases to maximize their spending.
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