Black Friday shoppers are expected to show up online and in person today.

Erin Percival Carter, an associate professor of marketing at the University of Maine, said in times of economic uncertainty, consumers will adjust spending, but not always in expected ways.

She said people often focus on spending money on smaller, more affordable luxuries, in what's called the lipstick effect.

"It's like a small luxury where you still feel like you're treating yourself," she said. "The price point is not outrageous, and with lipstick in particular, that's a purchase that not only is it a treat to yourself, but you have the signaling benefit of other people will see you using or consuming that thing."

Percival Carter said shoppers are generally aware of stores raising prices in November, ahead of

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