Black Friday Deals Start Early, but Shoppers Are Choosy This Year

Millions of Americans are headed to stores on Black Friday, but retailers are navigating through a holiday season in which shoppers aren’t splurging as much as they have in recent years. 

Many households have already begun their gift buying in a year when high prices for food and other essentials have sapped demand for apparel, home décor and other items people may want but not need.