Lifestyle
Black Friday shoppers spend more time looking for deals but less money amid economic angst
Black Friday shoppers flocked to stores, hoping to get more bags for their buck as they grapple with inflation, tariffs and anxiety about the health of the economy.
The Citadel Outlets in City of Commerce was mobbed Friday morning with long waits for parking and winding lines in front of stores as consumers tried to grab good deals. Camila Romero and her 13-year-old daughter spent hours in line trying to get the best possible deals on Ugg and Coach items on their wish lists.
“You come to the Citadel because it’s outlets. And it’s discounts on top of that,” she said. “So even when you’re broke, you don’t feel it.”
Shoppers across the Los Angeles area plan to spend less this holiday season, data show. Although retailers tease their biggest deals and prepare for what they hope is robust demand, a Deloitte survey found that L.A.-area consumers plan to spend 14% less over the holidays compared with last year.
Nationally, shoppers are expected to spend 10% less than last year.
Consumers are pulling back on spending in response to economic uncertainty and rising prices, said Rebecca Lohrey, a partner at Deloitte with expertise in retail and e-commerce.
“There is at least a perception of higher prices and higher costs of goods,” Lohrey said. “That is a concern for consumers across the board, and is one of the reasons they’re tightening their wallets a little bit.”
The survey found that 62% of shoppers in the L.A. area expect the economy to weaken in the year ahead, up from 34% in 2024. Around the same percentage of respondents said they are concerned about a potential recession in the next six months.
Across income groups, consumers are making cost-cutting trade-offs and putting more emphasis on finding the best deal, the data showed. More than half of the L.A.-area respondents said they would switch brands if their first choice was too expensive.
“It tends to be the lower income brackets or the middle income brackets that are the most likely to trade down,” said Collin Colburn, vice president of commerce and retail media at the Interactive Advertising Bureau. “This year, actually, everyone is trading down.”
Shoppers walk through the Citadel Outlets on Nov. 28, 2025, in City of Commerce.
(Ronaldo Bolanos / Los Angeles Times)
Camryn Smith and her daughter showed up to snoop around for the deals at the Americana at Brand in Glendale early Friday morning. The discounts help knock off some of the effect of inflation, she said.
“The prices are higher and they just bring them down to what they normally would be,” Smith said. “It’s crazy.”
Consumers are fatigued from continuous inflation and the instability brought on by the Trump administration. More shoppers are regifting or considering giving homemade gifts, the Deloitte survey found.
“We’ve been in an environment where prices continue to rise for a host of reasons, inflation being one, tariffs being another,” Colburn said. “I think when that happens year on year, it really drags on the consumer.”
This means more shoppers are looking for ways to save on purchases — and presents — they cannot put off.
The National Retail Federation predicts that a record number of Americans will shop the sales over Thanksgiving weekend. Retail sales in November and December are expected to grow between 3.7% and 4.2% compared with last year, the federation said.
Cautious consumers are more eager than ever to find a hot deal, said NRF’s Mark Mathews, its chief economist.
“People are changing the way that they spend,” he said. “They’re focusing more on stretching their dollar and getting value for the dollar.”
Even shoppers spending more than usual may be doing it out of concern, economists say. Consumers who anticipate inflation sometimes spend now out of fear that prices will rise later.
Brooklyn Farmer braved the crowds at the Citadel to shop and try to save amid inflation.
“People are struggling right now, but the holidays are still important to them,” he said. “The thinking is if there’s going to be discounts like this, I might as well go while I can, instead of spending more later.”
Of those surveyed by Deloitte in the L.A. area, 43% said they planned to spend most of their holiday budget at big-box retailers and 32% said they would spend the most at digital-first retailers.
Shoppers are using new tools to help them find products and deals, including artificial intelligence. Data collected by the Interactive Advertising Bureau found that AI now ranks as the second-most influential shopping source, ahead of retailers’ websites and apps and behind only search engines.
Nearly 90% of shoppers nationally said AI helps them find products they wouldn’t have found otherwise, according to the bureau’s data.
Mattel, the El Segundo-based toy company, is offering up to 50% off at Target on Hot Wheels, Barbie dolls and Disney Princess toys, said company spokesperson Kelly Powers.
“Mattel is working closely with retailers across the country on Black Friday deals,” Powers said.
In May, Mattel said it was considering raising its prices to offset the effect of President Trump’s tariffs on China.
On the October earnings call, however, the company said the full effect of tariffs won’t be seen until the fourth quarter.
Discount retailers that depend heavily on foot traffic have given conflicting signals about their businesses.
Walmart recently raised its sales forecast for the year after reporting a 6% year-over-year increase in revenue in the third quarter.
Target, in contrast, missed analyst expectations and reported a 1.5% decline in sales in the third quarter. On a call with analysts this month, Target Chief Executive Brian Cornell said the company “has not been performing up to its potential.”
Of course, for many shoppers Friday, the pilgrimage to splurge at the local mall was about more than saving.
Ericka Pentasuglia brought her daughter to the Americana at Brand at around 3 a.m. to be the first in line for a pop-up store selling Billie Eilish perfume. She thought it was important for her to pass down the tradition of Black Friday shopping.
“I do feel like it is dying a little bit,” Pentasuglia said. “The best thing is that you don’t lose a tradition, it continues to your children.”
Lifestyle
What worked — and what didn’t — in the ‘Stranger Things’ finale
Sadie Sink as Max Mayfield.
Netflix
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Netflix
Yes, there are spoilers ahead for the final episode of Stranger Things.
On New Year’s Eve, the very popular Netflix show Stranger Things came to an end after five seasons and almost 10 years. With actors who started as tweens now in their 20s, it was probably inevitable that the tale of a bunch of kids who fought monsters would wind down. In the two-plus-hour finale, there was a lot of preparation, then there was a final battle, and then there was a roughly 40-minute epilogue catching up with our heroes 18 months later. And how well did it all work? Let’s talk about it.
Worked: The final battle
The strongest part of the finale was the battle itself, set in the Abyss, in which the crew battled Vecna, who was inside the Mind Flayer, which is, roughly speaking, a giant spider. This meant that inside, Eleven could go one-on-one with Vecna (also known as Henry, or One, or Mr. Whatsit) while outside, her friends used their flamethrowers and guns and flares and slingshots and whatnot to take down the Mind Flayer. (You could tell that Nancy was going to be the badass of the fight as soon as you saw not only her big gun, but also her hair, which strongly evoked Ripley in the Alien movies.) And of course, Joyce took off Vecna’s head with an axe while everybody remembered all the people Vecna has killed who they cared about. Pretty good fight!
Did not work: Too much talking before the fight
As the group prepared to fight Vecna, we watched one scene where the music swelled as Hopper poured out his feelings to Eleven about how she deserved to live and shouldn’t sacrifice herself. Roughly 15 minutes later, the music swelled for a very similarly blocked and shot scene in which Eleven poured out her feelings to Hopper about why she wanted to sacrifice herself. Generally, two monologues are less interesting than a conversation would be. Elsewhere, Jonathan and Steve had a talk that didn’t add much, and Will and Mike had a talk that didn’t add much (after Will’s coming-out scene in the previous episode), both while preparing to fight a giant monster. It’s not that there’s a right or wrong length for a finale like this, but telling us things we already know tends to slow down the action for no reason. Not every dynamic needed a button on it.
Worked: Dungeons & Dragons bringing the group together
It was perhaps inevitable that we would end with a game of D&D, just as we began. But now, these kids are feeling the distance between who they are now and who they were when they used to play together. The fact that they still enjoy each other’s company so much, even when there are no world-shattering stakes, is what makes them seem the most at peace, more than a celebratory graduation. And passing the game off to Holly and her friends, including the now-included Derek, was a very nice touch.
Charlie Heaton as Jonathan Byers, Natalia Dyer as Nancy Wheeler, Maya Hawke as Robin Buckley, and Joe Keery as Steve Harrington.
Netflix
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Netflix
Did not work: Dr. Kay, played by Linda Hamilton
It seemed very exciting that Stranger Things was going to have Linda Hamilton, actual ’80s action icon, on hand this season playing Dr. Kay, the evil military scientist who wanted to capture and kill Eleven at any cost. But she got very little to do, and the resolution to her story was baffling. After the final battle, after the Upside Down is destroyed, she believes Eleven to be dead. But … then what happened? She let them all call taxis home, including Hopper, who killed a whole bunch of soldiers? Including all the kids who now know all about her and everything she did? All the kids who ventured into the Abyss are going to be left alone? Perfect logic is certainly not anybody’s expectation, but when you end a sequence with your entire group of heroes at the mercy of a band of violent goons, it would be nice to say something about how they ended up not at the mercy of said goons.


Worked: Needle drops
Listen, it’s not easy to get one Prince song for your show, let alone two: “Purple Rain” and “When Doves Cry.” When the Duffer Brothers say they needed something epic, and these songs feel epic, they are not wrong. There continues to be a heft to the Purple Rain album that helps to lend some heft to a story like this, particularly given the period setting. “Landslide” was a little cheesy as the lead-in to the epilogue, but … the epilogue was honestly pretty cheesy, so perhaps that’s appropriate.
Did not work: The non-ending
As to whether Eleven really died or is really just backpacking in a foreign country where no one can find her, the Duffer Brothers, who created the show, have been very clear that the ending is left up to you. You can think she’s dead, or you can think she’s alive; they have intentionally not given the answer. It’s possible to write ambiguous endings that work really well, but this one felt like a cop-out, an attempt to have it both ways. There’s also a real danger in expanding characters’ supernatural powers to the point where they can make anything seem like anything, so maybe much of what you saw never happened. After all, if you don’t know that did happen, how much else might not have happened?
This piece also appears in NPR’s Pop Culture Happy Hour newsletter. Sign up for the newsletter so you don’t miss the next one, plus get weekly recommendations about what’s making us happy.
Listen to Pop Culture Happy Hour on Apple Podcasts and Spotify.
Lifestyle
The Best of BoF 2025: Conglomerates, Controversy and Consolidation
Lifestyle
Sunday Puzzle: P-A-R-T-Y words and names
On-air challenge
Today I’ve brought a game of ‘Categories’ based on the word “party.” For each category I give, you tell me something in it starting with each of the letters, P-A-R-T-Y. For example, if the category were “Four-Letter Boys’ Names” you might say Paul, Adam, Ross, Tony, and Yuri. Any answer that works is OK, and you can give answers in any order.
1. Colors
2. Major League Baseball Teams
3. Foreign Rivers
4. Foods for a Thanksgiving Meal
Last week’s challenge
I was at a library. On the shelf was a volume whose spine said “OUT TO SEA.” When I opened the volume, I found the contents has nothing to do with sailing or the sea in any sense. It wasn’t a book of fiction either. What was in the volume?
Challenge answer
It was a volume of an encyclopedia with entries from OUT- to SEA-.
Winner
Mark Karp of Marlboro Township, N.J.
This week’s challenge
This week’s challenge comes from Joseph Young, of St. Cloud, Minn. Think of a two-syllable word in four letters. Add two letters in front and one letter behind to make a one-syllable word in seven letters. What words are these?
If you know the answer to the challenge, submit it below by Wednesday, December 31 at 3 p.m. ET. Listeners whose answers are selected win a chance to play the on-air puzzle.
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