Will Retailers Stay In The Black This Black Friday?

If you've watched TV, opened the paper or checked your email, retailers are offering deep discounts; 25, 30, 40 even 50% off. They suffered the worst sales decline in decades last year, but experts say this holiday season the retail industry is better prepared having less merchandise and more practical items.

This morning we saw what black Friday is all about, people in line for hours to get the big ticket items flying off the shelves. And no surprise, afternoon retailers were still busy.

Consumer Melissa Copper says, "I think the economy may be feeling better, but I still think it is weighing on people's pocket that is for sure."

A poll by the American Retail Federation showed 134 million people planned to shop this weekend up from 128 million in 2008. But analyst say bigger crowds don't necessarily translate to more spending because of high unemployment.

Consumer Eric Harris says "People still come out and shop regardless and you can see that by the turn out that has been in the mall today. I tell people you need to stay in balance in moderation. It's the size of your heart not the wallet."

Jonathon Holiday says "The crowd gets bigger every year."

Holiday has worked at Park Plaza Mall for 6-years and says this is the biggest Black Friday crowd he's seen. He adds, "Business is good for everybody this time of year."

Jessica Bowen says when she opened Murano Glass this year business was slow, but people have caught on to her hand blown glass jewelry for five dollars.

"It's unique it's different it is the in thing right now and sells are doing better than expected, Black Friday has been a success for us," Bowen says.

Retailers expect shoppers to be thrifty this year, according to the national Retail Federation the average consumer plans to spend $682, that's down from just over $700 last year, but retailers here say Black Friday is off to a great start.

Marshal Cohen is the Chief Retail Analyst for the National Retail Federation. He says, "Retailers have to sell half as much merchandise as last year at 50% off compared to the 75% off they were at last year and they'll break even on dollar sales."

Don't worry if you didn't brave the crowds Friday, those good deals are expected to stay through the weekend for most retailers.

For the last decade retailers have enjoyed an average 3.4% gain each holiday season.