As Black Friday kicks off the holiday shopping season, shoppers display a blend of enthusiasm and caution. While large crowds gather in stores across the U.S., many consumers express disappointment with the deals available, influenced by ongoing economic pressures such as inflation and a high cost of living. Reports indicate that shoppers are spending less money overall but are eager to search for bargains, particularly in essentials, as luxury items see a decline in interest. Despite lower consumer sentiment this year, local retailers hope to benefit from a holiday halo effect. In various states, from Minnesota to Maine and Portland, lines form as people seek out in-store exclusives while others prefer shopping online to avoid crowds. Economic experts note that the current financial strain has left shoppers of all incomes more motivated to find good deals. As retail traffic picks up, many are left questioning the true value of the offers available this year.