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In U.S. now, the beginning of Thanksgiving marks the start of the holiday shopping season. This is the time of year that retailers look forward to the most. In fact, today is Black Friday, the day America shops the most. But this year, a slowing U.S. economy is making it tough for retailers to attract customers. Many are planning to offer deeper discounts and longer shopping hours.

With the coming of Thanksgiving, the holiday season is underway in the United States.

Many major retailers have decided to open their doors earlier for shoppers, rather than sticking with the traditional Black Friday opening time of around 4AM. Macy’s and Target are swinging open their doors at midnight while Toys-R-Us and Walmart are inviting shoppers to walk off that turkey dinner with a new trend - Black Thursday - opening their doors at 9 and 10PM respectively on Thanksgiving night.

But anticipating the large crowds, some shoppers are opting for something quieter.

Retailers say they’re opening earlier in order to nab customers before Cyber Monday, that’s the Monday immediately following Black Friday where companies persuade shoppers to buy online. They’re also hoping longer store hours will help spark the U.S. economy, 70 percent of which depends on domestic consumption.

It’s forecast that retail sales from November to December versus the same time last year will only increase by 2.3 percent, slower than the 10 year average. The sluggish U.S. economy has made shoppers more conscious about parting with their money, and a survey shows 41 percent of consumers are planning to spend less than they did last year.

With unemployment still high in the U.S. and decreasing personal incomes, this holiday shopping season retailers will have to bring out all the tricks in their bags in order to woo customers.

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