NEW YORK (AP) — Black Friday no longer tempts people to leave Thanksgiving tables for midnight mall runs, but the annual sales event still brings more shoppers into stores than any day of the year and still rules as the U.S. retail industry’s unofficial start of the holiday shopping season.

This year’s kickoff arrived as consumer confidence in the U.S. economy fell this month in the aftermath of the federal government shutdown, weak hiring and stubborn inflation, according to a report The Conference Board issued Tuesday.

Many retail executives have reported customers becoming more discerning and increasingly focused on deals while at the same time remaining willing to splash out for important occasions like the start of the school year and the winter holidays, creating a halo effect.

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