Business
Deal-hungry shoppers hit stores on Black Friday to kick off critical holiday season
Bustling crowds and early-morning lines were back as this year’s Black Friday weekend kicked off — a hopeful sign for retailers as they head into the critical holiday shopping season with consumers still grappling with inflation and economic uncertainty.
Shoppers plan to spend an average of $650 during the four-day consumer sprint from Black Friday through Cyber Monday, according to a Deloitte survey, up 15% from last year. Eight out of 10 people said they planned to do some sort of shopping during that stretch, when retailers try to jumpstart holiday sales with deals, the survey found.
The National Retail Federation also made encouraging projections, saying it expects as much as $989 billion in sales during the holiday shopping season, which would mark a 3.5% jump over last year’s total.
Although that would be a slower pace of growth compared with holiday shopping in previous years, NRF Chief Economist Jack Kleinhenz said, “We remain optimistic about the pace of economic activity and growth projected in the second half of the year.”
“Household finances are in good shape and an impetus for strong spending heading into the holiday season, though households will spend more cautiously,” he said.
Consumers in all income groups plan to spend more than last year, but those in the highest and lowest brackets are expected to increase their spending the most, the Deloitte survey found. Shoppers who make $50,000 or less per year plan to spend $422 over the weekend, up 22% from last year, while those who earn $200,000 or more are expected to spend $1,257, up 20% from last year, according to the survey.
Spending is expected to be highest among millennials, who are also more likely than other age groups to buy gifts for themselves. They will spend around $750, according to the survey, while baby boomers will spend about $485.
Commerce’s Citadel Outlets was bustling Friday morning, with many families saying they’d been scouring the massive shopping center for hours scouting for deals.
Shoppers rest after being out for 12 hours overnight during Black Friday at the Citadel Outlets in Commerce.
(William Liang / For The Times)
“Honestly, you’ve got to come in with the mentality: It’s Black Friday,” said Gus Aguirre, a Simi Valley barber, who said his family never misses the biggest shopping day of the year. “It’s going to be busy, there are going to be lines, and people are going to be frustrated.”
He said the family tradition is more of a way to work off last night’s meal than get the best deals, which he says don’t feel all that special compared with what’s offered online.
“I feel like everybody started earlier in terms of releasing deals,” Aguirre said. “Last year was a little bit more hectic.”
By 9 a.m., he’s walked almost two miles — 5,830 steps, according to his partner’s tracker — and had the shopping bags full of Christmas gifts to show for it. He said business at his barbershop this year has been better than last, and he’s feeling less pressure to save.
Griselda Maldonado, meanwhile, came to the outlet with a hard spending cap. She and her 14-year-old daughter, Valentina, were going to stay until they spent $300.
They hit it quickly, she said, with the deals proving more lackluster than the family had hoped. Maldonado got some cosmetics and her daughter a jean skirt from Hollister. The 14-year-old said she’d been hoping for Samba shoes from Adidas, but they’d sold out by 6 a.m., when they arrived.
“We’re done,” Maldonado said. “There’s no extra money. This is it.”
Monique Carver and Gilbert McDonald said they were also feeling overwhelmed by the prices, but determined to get through some of their Christmas list — especially tiny Ugg boots for their baby granddaughter. They suspected they could get the same sort of deals during other times of the year, but shopping in person on Black Friday felt “festive.”
“I like hands-on shopping,” McDonald said. “The sales are all right.”
Big-box retailers prepare for months for the day after Thanksgiving, which for many marks the start of the holiday shopping season and serves as an indicator of consumer confidence.
High hopes about the economy, an increase in e-commerce activity and significant Black Friday participation among Gen Z and millennials will contribute to record spending this year, said Summer Taylor, a retail managing director at Deloitte. Shoppers will also have a strong focus on value, she said, and many will prioritize saving money over brand loyalty.
Rachel Stankus, right, and her mom Jane Codd shop in the Disney Outlet store on Black Friday at the Citadel Outlets in Commerce.
(William Liang / For The Times)
To prepare, major retailers have lined up discounts and offered early sales in the days leading up to Thanksgiving. Walmart unveiled online deals starting Nov. 25, including $250 off a Dyson vacuum and $600 off a Sony television. Target announced discounts beginning Nov. 21, offering 50% off a variety of items including holiday decor, toys and appliances.
Consumers nationwide will spend 56% of their holiday budget between Black Friday and Cyber Monday, Deloitte found. Many start spending sooner.
“For the last 10 years or more, Black Friday sales have started creeping in earlier and earlier,” said Lars Perner, a professor of clinical marketing at the USC Marshall School of Business. “It becomes an arms race to offer the big sales sooner,” he said.
Early spending may drive future spending, Perner said, which could bolster retailers trying to unload holiday-themed goods before the end of the season.
“The economy is, to a very large extent, driven by psychology,” Perner said. “When consumers do spend, that tends to spur on the economy.”
Target reported underwhelming third-quarter results this month and lowered its fourth-quarter outlook, while Walmart posted strong sales and a 27% increase in e-commerce.
“Saving money remains a top priority for our customers,” Walmart said in a statement provided to The Times. “We think we’re in a strong position to serve our customers throughout the holiday season.”
Retailers have to walk a fine line between attracting customers with discounts and maintaining healthy margins, said George Noceti, a wealth advisor at Morgan Stanley. Consumers are wary of high prices amid inflation and will shop around to seek out discounts, he said. The Deloitte survey found that 45% of shoppers reported experiencing higher prices for holiday gifts this season.
“The retailers know that they have to promote and discount,” Noceti said. “Those that do will benefit the most by having greater sales, but if they promote and discount too much, they’re going to have lower profitability.”
Crowds of people shop for Black Friday deals at the Citadel Outlets in Commerce.
(William Liang / For The Times)
Noceti said he expects Black Friday sales to be on par with or slightly above last year’s numbers. Despite data from Deloitte that show Angelenos are more optimistic about the economy than last year, the average American consumer is still operating cautiously, he said. Shoppers may be hesitant to spend because of high prices of everyday goods such as groceries and may feel unsure about the economy amid global conflict and the recent election.
“California is different from the rest of the nation,” Noceti said. “Consumer confidence isn’t sky high, and people won’t spend their whole wallet on Black Friday.”
Consumers will split their spending evenly between in-person and online purchases, according to the Deloitte survey, but online shopping is growing at a faster rate. Whereas Black Friday foot traffic is expected to remain flat year over year, online spending could rise up to 15%.
The National Retail Federation also expects online sales to climb, saying in its holiday sales report that online and other non-store sales are expected to increase between 8% and 9%.
Online-only merchants are expected to be a popular destination this Black Friday weekend, with 69% of Deloitte survey respondents planning to stay home to shop at online-only retailers. Shoppers will spend an average of $195 on online purchases through Cyber Monday.
Retailers are relying more and more on so-called omnichannel shopping, which allows customers to browse products across in-person and online platforms.
“We aim to engage our customer where they are with an omnichannel strategy that puts product storytelling at the forefront across digital, social and in store,” Gap Chief Marketing Officer Faby Torres said.
Gap’s online platform offers customers Black Friday deals of 50% off sitewide, with some exclusions.
“Black Friday and Cyber Monday are all about value,” said Stephen Rogers, a managing director at Deloitte. “This year, all income levels and age groups are looking for deals. Consumers are relying on this week to stretch their dollars.”
Business
With a big $46-million opening for ‘Hoppers,’ Disney and Pixar see a return to form
Walt Disney Co. and Pixar’s “Hoppers” took the box office crown this weekend in an encouraging sign for the company’s original animated films.
The film generated $46 million in ticket sales in the U.S. and Canada, marking the highest domestic opening for an original animated movie since 2017’s “Coco,” according to studio estimates. The global box office total for “Hoppers” was $88 million.
The zany movie features a young environmental advocate who “hops” her consciousness into a robotic beaver and bands together with other woodland creatures to stop a planned freeway expansion through a glade.
The film is directed by Daniel Chong, who created the Cartoon Network animated series “We Bare Bears.”
The muscular debut for “Hoppers,” as well as the strong performance from Sony Pictures Animation’s “Goat” last month, has been a positive sign for audience interest in original animated films.
Since the pandemic, theatrical returns for animated sequels have far surpassed that of original films. Disney’s “Zootopia 2,” for instance, has grossed more than $1.8 billion in global box office revenue, with more than $426 million domestically. Disney and Pixar’s 2024 hit “Inside Out 2” also crossed more than $1.6 billion globally.
By contrast, Disney and Pixar’s 2025 original film “Elio” brought in about $154 million in worldwide box office revenue.
Original films are vital to Pixar’s future, as the Emeryville, Calif.-based studio built its reputation on its string of nearly uninterrupted original blockbuster hits, including 1995’s “Toy Story” and 2004’s “The Incredibles.”
Paramount Pictures and Spyglass Media Group’s “Scream 7” came in second at the box office with $17.3 million in its second weekend in theaters. Warner Bros. Pictures’ “The Bride!,” Sony’s “Goat” and Warner Bros.’ “Wuthering Heights” rounded out the top five at the box office, according to data from Comscore.
With several strong releases, as well as popular holdover films from 2025 that continue to bring in revenue, the first few months at the box office have been a notable improvement over last year’s dismal first quarter.
Domestic box office revenue so far is up more than 12% compared with the same time period in 2025, according to Comscore.
Business
Hundreds of applications, no jobs and AI competition: California’s brutal tech work landscape
Laid-off tech worker Joseph Tinner has spent almost a year hunting for a job. It has been a depressing crash course on the sea change in Silicon Valley.
The former product instructor from the San Francisco Bay Area has ridden the tech wave throughout his career, easily jumping from Verizon to Fitbit to Workday. Since losing his job early last year, the 59-year-old has hit a wall.
He applied for hundreds of roles — sometimes going through multiple rounds of consideration — only to get rejected again and again.
“It’s been a roller coaster,” he said. “It just takes a lot of resilience, honestly, to be in this job market.”
He isn’t alone.
Tech companies that aggressively hired during the COVID-19 pandemic have been slashing tens of thousands of jobs. For workers like Tinner, it has been a rough realization that the Silicon Valley shakeout is stretching into another year.
Just last week, Block — the financial tech company that owns payment services Square, Cash App and Afterpay — said it is laying off 4,000 people, or half of its workforce.
Many other tech companies outside the hot artificial intelligence sector are slashing staff. Block blamed AI, saying the powerful technology means it no longer needs as many people.
“The intelligence tools we’re creating and using, paired with smaller and flatter teams, are enabling a new way of working which fundamentally changes what it means to build and run a company,” Jack Dorsey, the co-founder of Block and a founder of Twitter, said in a post on X.
U.S.-based tech employers announced more than 33,000 job cuts from January to February, up 51% compared with the same period last year, the outplacement firm Challenger, Gray & Christmas said Thursday.
Andy Challenger, workplace expert and chief revenue officer for the firm, said he used to be skeptical that companies could replace workers with AI, but he’s starting to become convinced.
“Artificial intelligence has overtaken the attention of these companies in such a dramatic way,” he said.
Mass layoffs in the tech industry started in 2022, after a hiring surge during the pandemic, when demand for online services increased as people were stuck at home.
But many of the world’s most powerful tech companies have continued cutting, even as their profits have grown. They’ve cited various reasons for layoffs, from strategic shifts and restructuring to pivoting to smaller teams and fewer managers.
An advertisement promoting an AI-powered company is seen downtown on Thursday, Oct. 16, 2025 in San Francisco, CA.
(Manuel Orbegozo/For The Times)
Tech companies such as EBay, Meta, Google, Autodesk, Pinterest, Salesforce and others have been shrinking their workforces. Layoffs have also hit the media and entertainment companies, including Los Angeles video game developer Riot Games.
On LinkedIn, laid-off workers who have been out of work — some for more than two years — have been asking for help finding a job. They’ve been sharing stories about their financial and emotional struggles, including losing their confidence, homes and savings as they search for work.
Tech workers who have seen their employers grow over the last decade have noticed a shift in corporate culture. Workers who have been laid off before said it has been tougher and taken longer to land a new job than in previous years.
A longtime Salesforce employee, who was recently laid off and asked to remain anonymous, concerned that speaking to the media could affect their severance, said the sales software company used to be more focused on helping its employees. Salesforce broadcast this value by highlighting its “ohana,” culture, using the Hawaiian word for family.
“I was just incredibly grateful every day to be able to wake up and make a positive change in the world,” the worker said. “I thought that the company was devoted to the same thing.”
But the tone at Salesforce shifted in 2023 as the company faced pressure to cut costs and increase profits. New leaders came in, and the focus changed.
“The company is trying to erase any semblance of the way that it used to be,” the worker said.
Salesforce has said AI is helping it squeeze more profit from fewer people.
“AI is doing 30% to 50% of the work at Salesforce now,” the company’s co-founder and Chief Executive Marc Benioff told Bloomberg.
Salesforce didn’t respond to a request for comment.
Marc Benioff, CEO of Salesforce Inc., during a Bloomberg Television interview at the World Economic Forum in Davos,
(Bloomberg/Bloomberg via Getty Images)
Although technology is changing the way people work, experts and even some AI executives think companies sometime use AI as an excuse to cut workers in what’s referred to as “AI washing.”
Enrico Moretti, a professor of economics at UC Berkeley, said other factors besides AI are fueling layoffs. As a company grows larger and matures, it doesn’t hire as much as before.
“It’s a shift in their position and the maturing of their product, and therefore the technologies and their employment needs,” he said.
Roger Lee, an entrepreneur who created a website to track layoffs, Layoffs.fyi, in 2020, said in an email that tech companies are pouring billions of dollars into AI investments, and cutting headcount helps offset those costs.
When he started tracking layoffs six years ago, Lee wanted to create awareness around tech layoffs and help laid-off workers find their next job. He never anticipated the layoffs would continue today.
“I do think 6 years of persistent layoffs have led many tech workers to re-evaluate the perceived ‘safety’ of tech jobs and their relationship with the industry overall,” he said in an email.
According to Layoffs.fyi’s latest count, there have been more than 35,000 layoffs in the tech sector worldwide so far this year.
Close to half of that total is from Amazon alone.
Unemployed tech worker Tinner was laid off from Workday, a Pleasanton company that provides a platform to businesses, universities and organizations to manage payroll, benefits, finances and other tasks.
In 2025, Workday slashed roughly 1,750 jobs, or 8.5% of its global workforce, citing a prioritization of investments in artificial intelligence and platform development. Then in February, the company said it plans to cut 2% of its workforce, or roughly 400 employees.
As job cuts pile up, Tinner is up against intense competition in a job market flooded with talent from the top companies in tech.
As he ponders his next career steps, he’s also redefining his identity and relationship with work.
He’s even tried pouring beer for fun or thought about doing more artwork.
“Maybe what I need to do is just celebrate all I’ve done instead of getting back into this rat race, on this treadmill, and look for something totally different,” he said.
Business
State Farm reaches deal to keep 17% hike in home insurance rates
A brokered deal with regulators and consumer advocates will allow State Farm General to keep controversial increases in home insurance rates that took effect last year in the wake of the devastating Los Angeles wildfires.
The agreement sent to a judge late Friday cements a $530-million emergency hike in home insurance rates Insurance Commissioner Ricardo Lara negotiated with the insurer last summer.
“The agreement will provide financial relief to many policyholders while ensuring continued coverage for State Farm policyholders while California’s insurance market stabilizes,” the insurance department said in a news release.
State Farm argued the emergency hike was necessary because catastrophic fire losses jeopardized its financial ratings.
The company has reported that it paid out $6.2 billion in claims last year, largely from the wildfires, with most of the costs covered through reinsurance payments. The company has told regulators it anticipates to pay an additional $1 billion in claims.
The deal allows the insurer to keep an average 17% increase in homeowner rates. Local rates for many of the company’s 1 million home customers were much higher.
However, consumer advocates argued the agreement held the line on even higher increases and halted further policy cancellations that have deepened a crisis in the state’s insurance industry.
State Farm, California’s largest home insurer, froze new business in 2023, announced 72,000 mass non-renewals, and sought a series of rate hikes. Its average homeowners premium in California doubled from 2020 to 2024.
Under Friday’s agreement, State Farm agrees to forgo mass non-renewals in 2026 and undergo further review of its rates by 2027.
Additionally, State Farm will be required to return nearly two-thirds of its 15% increase to condominium owners, deliver a small refund to rental property owners and be able to raise premiums for renters a half a percent.
“This rate enables State Farm General to continue serving existing California customers,” the company said in a statement. “We will continue to monitor our capacity to support the risks we insure and maintain the financial strength needed to pay claims and support customers and communities when it matters most.”
If approved by an administrative law judge, the settlement will be forwarded to Lara, who is expected to back it.
The arrangement sidesteps efforts to tie State Farm’s rates to its handling of disaster claims.
Under pressure from community advocates and lawmakers, Lara in May had said he wanted the two issues evaluated together.
In June, Lara announced his department would conduct an “expedited” examination into State Farm’s market conduct. In rate hearing proceedings, agency staff sought to block discussion of State Farm’s claims handling in relation to its quest for premium hikes.
The pact does not directly address complaints of unhappy policyholders who say Lara’s administration has failed to hold State Farm accountable, which the insurance department has disputed.
A department spokesman said Lara would not comment on the matter while the rate settlement is before an administrative judge.
The Jan. 7, 2025, firestorm destroyed at least 16,000 homes, triggering more than 42,000 insurance claims. State Farm has said it has 13,500 fire and auto claims related to the fires.
The insurer has come under heavy criticism from fire victims over its handling of claims, including complaints of low payout offers, denials for toxin testing and delays in payments for living expenses. The company has declined to comment on the complaints.
Some 51,000 State Farm homeowners live in disaster areas struggling to recover from the L.A. firestorm. Regulatory filings show those areas among the hardest hit by the current hikes.
Malibu resident Chad Peters said his bill from State Farm increased 140% in the last year, from $3,500 to $8,400.
Peters said he has battled State Farm for 14 months over smoke and fire damage to his home from the Palisades fire, and that the insurer at one point attempted to cancel his coverage because the house remained unrepaired.
He called rate increases in such circumstances “ludicrous, while they’re giving everyone such a hard time with their insurance … I mean, mine has been a steep uphill battle all year long.”
Sen. Sasha Renée Pérez (D-Alhambra) had urged Lara to delay hikes until after the investigation into State Farm’s conduct.
“The fact that I have so many individuals who have not received any of their claims, that are still navigating denials and delays, who are actively running out of [living expense payments] and … facing housing insecurity — it makes me deeply concerned,” Pérez said.
Pérez, along with Sens. Ben Allen (D-Pacific Palisades) and Sade Elhawary (D-Los Angeles), in April pressed Lara to defer rate hikes until State Farm General’s claims practices could be investigated. “This was a big priority for us.”
Pérez said she would seek answers to the market conduct exam as part of a Senate inquiry into the insurance department’s handling of those complaints, along with scrutiny of the department’s discipline of a compliance officer who criticized State Farm’s handling of claims.
State Farm General, an offshoot of national insurance giant State Farm Mutual, contends it has been financially sinking as seasonal wildfires morph into catastrophic urban conflagrations that destroy towns.
In mid-2024, the company asked to raise home premiums by nearly $1 billion. Lara secured an agreement that State Farm Mutual lend its California affiliate $400 million, but the insurer would not agree to cancel plans for dropping 11,000 more policyholders.
The settlement allows State Farm to avoid a public hearing that would have forced the disclosure of solvency records, mass non-renewals and other information it said would help competitors.
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