U.S. Black Friday retail sales rose 4.1% from last year, with online spending hitting $11.8 billion, up 9.1%, though inflation may mean real spending growth was closer to 1%.

Consumer behavior is sharply divided: high-income shoppers continue to spend on luxury items and travel, while low- and middle-income consumers are cutting back due to rising prices and job concerns, reflecting a K-shaped economy.

Higher costs for groceries, rent, heating, and tariffs are influencing shopping habits, with value and discounts becoming increasingly important.

Retailers like Walmart, TJ Maxx, and Gap are benefiting from strong sales, while Target and Bath & Body Works face struggles, with consumers splurging less on themselves, CNN has reported.

Despite economic pressures, the National Retail Federation expects overall holiday retail sales to rise 3.7% to 4.2% over last year, similar to 2024.