SAN JOSE, Calif. (KGO) -- Holiday shopping fever is hitting the Bay Area this Black Friday.
BLACK FRIDAY 2022: From Target and Walmart to Best Buy and Apple - deals for holiday shopping
Overnight, we've already seen dozens of people lined up at local stores.
There was a long line outside of Bass Pro Shops starting as early as 4:30 a.m., looking for deals on outdoor equipment like fishing poles, toys, hoodies and more.
The first 250 people in line got a gift card with a surprise amount to spend.
Despite the struggling economy and rising food rent and gas prices, the National Retail Federation estimates 8 million more shoppers will take advantage of deep discounts this year compared to last year. You also have more time than ever to score a deal.
"You can play a game of chicken" says Ian Sherr, editor-at-large for CNET. He continues that "retailers may lower the price during the holiday season. This is very unusual- it tends to happen when the economy is a little rough, it happened during the recession a decade ago."
Sherr says while more consumers still prefer to spend in-store on Black Friday, the online deals are growing for a reason.
"Part of it, honestly is retailers make it that way, they want you on their websites at all times to get a great deal in the middle of the night. It's exhausting!"
Whether in-store or online, this is the best time to snag a bargain on items in specific categories.
"Black Friday and Cyber Monday, typically the best deals on TVs - used to be the best time as in March. Electronic stuff as well. Retailers have figured out that's what gets you in the door, you'll want to get BOGO DVDs and maybe you'll buy something else. Tools tend to go on sale. Clothing is really popular - a lot of retailers tend to discount their clothing during this time, these are the places I'd look the most."
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