At Town East, Black Friday shoppers Pam Barnes of Wichita and her sister Tammy Mullins, who was in Wichita from Lyons, say they woke up at 5 a.m. to beat the crowds. “I love it,” says Mullins. “It’s the thing to do every year.” Barnes explains what excited her about Black Friday, “The people, the bargains.” “And tradition,” added Mullins.

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.

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 because of her improved optimism.