With 27-hour mall marathons and dawn openings, Southern California retailers met a record number of shoppers expected nationwide

Black Friday has returned to Southern California with crowds, extended hours, and record-setting expectations, reaffirming that this holiday weekend is one of the most important retail moments of the year.

Across L.A. County, major shopping centers opened their doors early – or even never closed them at all. Citadel Outlets kicked off their Black Friday with a 27-hour shopping window, with stores opening on Thanksgiving and staying lit up until late Friday night. The Outlets at Orange welcomed in customers looking for a deal at 6 a.m. and promised deals until 10 p.m., drawing early-morning crowds that wrapped up around storefronts before sunrise.

According to the National Retail Federation (NRF) survey conducted with Prosper Insights and Analytics, an estimated 186.9 million people are expected to shop between Thanksgiving and Cyber Monday – breaking the previous record of 183.4 million set in 2024.

Of those, 130.4 million plan to shop on Black Friday alone, with 70% of holiday shoppers saying they plan to hunt for deals either in stores, online, or both.

“Many Americans consider shopping to be an important part of their Thanksgiving holiday and one of the best ways to get deals on gifts,” said Phil Rist, executive vice president of strategy for Prosper Insights & Analytics, in a statement.

Inside America’s Holiday Wish List

The NRF report confirmed that holiday priorities remain consistent. This year, clothing and accessories once again stay on top of Americans’ shopping lists at 50%, then is followed by gift cards at 43% and toys at 32%.

As for the toy aisles, the survey showed consistency with previous years.

For the fourth year in a row, LEGOS and Hot Wheels took the top two spots for boys, followed by toy cars, Nintendo Products, and trucks, which made one of the biggest jumps of the year. PlayStation gear, Nerf toys, video games, and Pokémon items also remain favorites, while Spider-Man merch rounded out the Top 10.

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Remote-controlled cars, once a staple, fell out of the rankings after hitting No. 6 in 2024. 

For the girls’ toys, Barbie continues her reign, holding the No. 1 spot for the fourth consecutive year. General dolls ranked second, with LEGOS in third place. Labubu collectible plush toys made a surprise entry at No. 4, followed by cosmetics, the Barbie Dreamhouse, and merchandise tied to the animated film KPop Demon Hunters. Stuffed animals, baby dolls and clothing finished out the Top 10.

Notably, Disney merchandise, electronics, and squishmallows – which were all Top-10 favorites last year – slipped off the list for 2025.

While shoppers are packing into malls, activists are staging one of L.A.’s longest-running Black Friday traditions. Last Chance for Animals returned for its 39th annual Fur-Free Friday Protest in Beverly Hills. 

Despite California’s 2023 ban on selling new fur products, the group continues to protest on Rodeo Drive.  According to the campaigns manager, Lisa Beal, some luxury brands still have not adopted fur-free policies and continue selling fur online or in places where regulations are not as strict.