Key takeaways:

186.9 million Americans are expected to shop this Black Friday , up from 183.4 million in 2024.

Holiday sales growth projected to slow despite record $1 trillion November-December forecast.

Shoppers are planning smaller budgets due to higher prices and rising living costs.

Retailers offer fewer deep discounts; Walmart and Amazon launch early promotions.

Unprecedented numbers of Americans are expected to hit stores this Black Friday, but they are likely to curtail their spending as they find fewer bargains from tariff-hit retailers.

Marking the biggest turnout ever for the five-day stretch between Thanksgiving and Cyber Monday, 186.9 million people will shop, up from 183.4 million last year, the National Retail Federation projects. But sales growth for the last

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