As the holiday season kicks off with Black Friday sales, many Americans like Teagan Hickson, a mother of two from Fort Wayne, Indiana, are hitting the stores, but not without some financial apprehensions. With snowflakes glistening in her hair, Teagan stepped into a Walmart Supercenter eyeing bargains, particularly a $50 Gourmia digital air fryer oven that her sister had been hoping for. However, the looming threat of President-elect Donald Trump’s planned tariffs weighs heavily on her mind. "I don’t want to pile onto my credit cards, but I’m worried about potential price increases next year," she shared.

Teagan represents a growing number of shoppers who are strategically navigating their holiday purchases. Many are concerned that if tariffs go into effect as proposed, costs for everyday items like groceries and living expenses will rise, significantly impacting their budgets in 2025. This anxiety is influencing shopping decisions, with consumers prioritizing deals now to avoid higher prices later.

At Walmart, shoppers flocked not only to snag discounted kitchen gadgets but also to compare prices in real-time using their smartphones. Teagan's husband, Josh, joined her in the hunt for bargains from the comfort of home, quickly uncovering similar items online for significantly higher prices, which reinforced their in-store purchases.

The retail environment is evolving, with Walmart unveiling a host of discounts on popular items such as Samsung TVs, Dyson vacuum cleaners, and a wide range of toys, with price cuts starting as early as November 11. Other shoppers like Cristal Lopez from North Bergen, New Jersey, echoed similar sentiments as she filled her cart for the holiday season, planning to spend between $1,000 and $2,000 on gifts—a budget consistent with previous years despite inflation.

Online shopping was predicted to surge as well, with Adobe Analytics estimating spending of over $10.8 billion on Black Friday—an almost 10% increase from the previous year. Consumers are expected to find the best deals on electronics, specifically televisions, with certain discounts peaking at 24%.

With just 26 shopping days between Thanksgiving and Christmas this year, down from 31 last year, shoppers face a greater sense of urgency, which may lead to more impulsive buying. Marshal Cohen, a chief analyst at Circana, noted, "With fewer days to shop, consumers are more likely to make spontaneous purchases, contributing to retail growth during the holiday season."

However, not all stores were bustling. At a Macy’s in Santa Barbara, California, shopper turnout was sparse despite aggressive discounts of up to 50% on various items. Shoppers like John Dillard, who was on a mission to find affordable Levi’s jeans for an upcoming holiday party, remarked on his cautious approach, focusing on essential purchases rather than unnecessary splurges.

Retail giant Target joined the fray with significant price cuts on popular items, including a $100 reduction on a 75-inch Westinghouse TV. The retailer also advertised exclusive items related to Taylor Swift's Eras Tour and other brands, hoping to attract customers who are exploring unique gift options.

In an era marked by rising grocery prices and inflation, consumers are navigating the Black Friday landscape with a mix of caution and creativity. As Hoss Moss, a New Jersey chef, expressed, “Black Friday isn’t the same as it used to be. We're spending around $2,000 to $3,000 on gifts this year, but the prices aren't what they used to be.”

With price pressures from tariffs and inflation looming on the horizon, it seems shoppers are not just hunting for deals this Black Friday; they're also bracing themselves for a challenging economic reality ahead.