NEW YORK, United States (AFP) — The annual “Black Friday” kickoff to the United States (US) holiday shopping season drew crowds Friday as millions of Americans seized on the time-tested custom at physical stores and through e-commerce.

A preliminary retailer assessment of the big shopping day — which falls the day after the Thanksgiving holiday — won’t be available until next week.

But images from Boston, Houston and elsewhere showed the event still attracted hordes of bargain hunters, even if it has lost some lustre compared with yesteryear.

Consumers lured to the Big Apple for Black Friday were met with cool temperatures but a bright sun as stores of varying size and price point pulled out the stops.

There were few takers early Friday morning at Target’s big-box store near Yankee Stadium in the Bronx, where shoppers seemed to be outnumbered by staff who were rearranging merchandise and affixing signs boasting of 40 per cent discounts.

Foot traffic was heavier outside Macy’s Manhattan flagship store, where window displays featured scenes from Barbie and Lego in which characters bobbed and weaved.

Windows with interactive features drew the most interest, including one that beamed out the viewer’s face in a giant star on Broadway.

“We were here because we were in the city already,” said Michelle Stotts-Gillespie, after playing a game-like display on the 34th Street side of the giant department store.

More glitzy features awaited customers inside Macy’s, the biggest department store in the country, with merchandise spread over 10 floors.

Some moved purposely towards choice brands, while others plunked themselves in the middle of the walkway, comparing prices in the store with those on their smartphones.

While Stotts-Gillespie, who lives in Florida, was thrilled by the Thursday’s Thanksgiving Day parade, she wasn’t planning to shop the day after.

“In the past, Black Friday used to be a big deal, but now it’s kind of not because they have all the sales beforehand,” she said.

– Worth waiting for –

But some shoppers still view Black Friday as “that time to just get it,” Tranay Robinson explained after exiting a shop on 125th Street in Harlem. “Black Friday is a humongous day for me.”

An inveterate coupon-clipper, Robinson said the discounts on Black Friday dwarf those throughout the year and are worth waiting for.

Not that Robinson’s philosophy always results in brick-and-mortar purchases. Rather, her strategy is to check store prices against online offers before pulling the trigger.

The approach for the 2025 holiday season is “fewer gifts but more expensive,” said Robinson, who works two jobs. “We’re doing alright.”

A block or so away, Jordan Williams and his family expressed contentment with their take from the morning, which included a pair of Air Jordan sneakers, perfume and items for two young children.

Williams expects to spend more this holiday season compared with last year, having relocated from Texas to New York in search of better professional opportunity.

“In Texas, it was just so slow,” said Williams, who works as a bartender. “Here it’s work after work after work.”