Retailers in the U.S. rewarded shoppers who ventured out for Black Friday with giveaways and bigger-than expected discounts on a day that still reigns as the much-hyped kickoff of the holiday shopping season despite losing some luster.

Department stores, shopping malls and merchants — big and small — see the day after Thanksgiving as a way to energize shoppers and to get them into physical stores at a time when many do the bulk of their browsing and buying online.

Enough consumers enjoy holiday shopping in person that Black Friday remains the biggest day of the year for retail foot traffic in the U.S., according to retail technology company Sensormatic Solutions.

At Macy's Herald Square in Manhattan, a steady stream of shoppers early Friday found some shoes and handbags priced half-off, special occasion dresses marked down by 30%, and 60% off the store's luxury bedding brand.

Keressa Clark, 50, and her daughter Morghan, 27, who were visiting New York from Wilmington, North Carolina, arrived at 6:15 a.m. at the store that served as the setting for the 1947 Christmas movie "Miracle on 34th Street."

"We don't have a Macy's where we are from. I am actually shocked to see so many Black Friday deals because so many things are online," Morghan Clark said.

Clark, who works as a nurse practitioner, said she was feeling better about the economy because of President-elect Donald Trump's pending return to the White House and plans to spend $2,000 this holiday season, about $500 more than a year ago.

She said she would not mind if prices are higher next year as a result of the tariffs on foreign-made goods Trump has pledged to implement. "Anything that can encourage production in the U.S. I am all for it, " Clark said.

In the U.S., analysts envision a solid holiday shopping season, though perhaps not as robust as last year's, with many shoppers cautious with their discretionary spending despite the easing of inflation.

At many stores, the huge crowds of Black Fridays past never returned after the coronavirus pandemic. Early Friday morning, a Walmart in Germantown, Maryland, had only half of the parking spots filled. Some shoppers were returning items or doing their routine grocery shopping.

Bharatharaj Moruejsan, a 35-year-old software engineer, said he typically doesn't shop on Black Friday but decided to check out the deals at Walmart because he was jet-lagged after returning from a month-long family vacation to India. He scored an iPad for his 1-year-old daughter for $250 compared to the original $370 price tag.

"That's a good deal," Moruejsan said.

Retailers are even more under the gun to get shoppers in to buy early and in bulk since there are five fewer days between Thanksgiving and Christmas this year.

Target had an exclusive book devoted to Taylor Swift's Eras Tour and a bonus edition of her "The Tortured Poets Department: The Anthology" album that it said would only be available in stores on Black Friday. Customers can buy them online starting Saturday.

Best Buy introduced an extended-release version of the doorbuster, the limited-time daily discounts that for years were the rage and sometimes sparked brawls. The nation's largest consumer electronics chain has released doorbuster deals every Friday since Nov. 8.