Retailers are buzzing and hoping for a busy Black Friday this year

Let the cash registers ring.

Retailers are doing their best to entice Americans on Black Friday, one of the busiest shopping days of the year. Companies are rolling out digital wish lists, holding raffles, and setting up elaborate in-store displays. Nordstrom’s flagship store in Seattle will feature funhouse-style mirrors and digital palm readouts, and Bloomingdale’s will wrap its Manhattan headquarters in an oversized Burberry scarf.

Millions of Americans are expected to browse and buy between Thanksgiving and Cyber ​​Monday, although many of them started holiday shopping earlier this year. Total online sales on Friday could reach $18 billion, according to estimates from Salesforce, which provides software to retailers. Salesforce said the five-day “Cyber ​​Week” — from Thanksgiving to Monday — could generate $78 billion in sales.

The National Retail Federation expects holiday spending to reach $1 trillion for the first time. But the NRF’s 3.7% to 4.2% annual increase comes with inflation trending closer to 2.7%. Consumer confidence is declining. Some surveys show that Americans are aiming to spend less this year, and according to some reports, even wealthy Americans may be suffering from burnout.

The risks are high for merchants and brands. About 40% of retail sales are concentrated in the last quarter of the year. Many supermarkets say they have reduced prices on food and other essential goods and will continue sales as usual. (here Investopedia Take ways to save.)

“We know consumers remain cautious,” Rick Gomez, Target’s (TGT) chief commercial officer, said on a conference call this month, according to a transcript made available by AlphaSense. “They want to celebrate with their loved ones without overspending.” Richard Hine of Urban Outfitters (URBN) said this week that his customers appear to be “waiting a little longer this year to make their purchases until the seasonal promotions kick in.”

Target is rolling out collectibles for kids and adults, such as Major League Baseball and Women’s National Basketball Association trading cards. It also stocks “exclusive” Lego sets and a Barbie doll inspired by home decor expert Joanna Gaines, Gomez said.

Many retailers are promoting Pokémon drops, from Best Buy (BBY) to Sam’s Club, and are otherwise preparing for a jump in web traffic. Dick’s Sporting Goods (DKS) is promoting digital wish lists, it said on a recent conference call, while Kohl’s (KSS) is inviting users to enter a sweepstakes.

(TJX) is trying to build hype by updating its merchandise online and at TJMaxx, Marshall’s and HomeGoods stores “several times a week throughout the holiday season,” CEO Ernie Herman said on a conference call this month.

“We believe this sets us apart from many other major retailers as our changing merchandise mix allows shoppers to see a new assortment every time they visit,” Herman said.

Others highlight the unusual nature of new releases, or classics that have been recently revisited. Yum Brands (YUM) Taco Bell is teaming up with Abercrombie & Fitch’s (ANF) Hollister for a limited-edition clothing line.

Walmart’s (WMT) Sam’s Club is promoting a more traditional product. “I don’t know if you all know, but Mahjong is the new Pickleball,” CEO Chris Nicholas said on a conference call last month. “Go out and invest in it.”