Customers in Lackawanna County were optimistic as they milled about shopping on Black Friday, with many saying they found deals that made their holiday shopping easier.
A steady stream of customers came out to the major retail outlets in Lackawanna County on Friday. Shoppers interviewed outside the stores said they came out Friday morning and were happy with the deals they got.
Scranton resident Silvana Gutierrez came to the Viewmont Mall and other area department stores with her younger sister Suri Cazares early that morning for the sales. Gutierrez was able to find multiple deals, including six blankets at Macy’s for $20 each, which she got for multiple family members. She also went to JCPenny and Kohl’s for giveaways and planned to stick around for more of them.
Gutierrez said she’s had success shopping on Black Friday but was surprised how busy the mall was Friday morning.
“At 5 a.m. I was actually shocked because the whole parking lot at Kohl’s was packed. Target was a big ‘no’ because they opened at 5 but it was already packed,” she said. “I’m surprised it’s still crazy.”
Siblings Thatcher, 17, and Emily Loss, 16, of Newton Twp., decided to venture out Friday after their mom woke them up asking if they wanted to go shopping. They said they came out for the experience of shopping. Like Gutierrez, they were surprised how busy the mall was.
“I’d definitely say it’s packed,” Thatcher said outside the entrance.
Greenfield Twp. resident Elena Fortuner, 11, went Black Friday shopping for the first time with her mom, Mary Beth Bobrowski. She had heard stories about crowds on the unofficial start of the holiday shopping season and was surprised the stores weren’t more packed with shoppers.
“It was a little less crowded than I expected,” Elena said.
Shoppers interviewed on Black Friday said they got the majority of their holiday shopping finished Friday.
Bobrowski managed to find coats and vests on sale, which she purchased for her husband as Christmas gifts.
“They were a great price,” she said.
Elena Fortuner, 11, left, and her mom Mary Beth Bobrowski of Greenfield Twp. stand outside JCPenny at the Viewmont Mall Friday, Nov. 28, 2025. (Christine Lee/Staff Photo)
Elena Fortuner of Greenfield Twp. shows a mood lamp she purchased on Black Friday at the Viewmont Mall Friday, Nov. 28, 2025. (Christine Lee/Staff Photo)
Shoppers Suri Cazares, 13, and her sister Silvana Gutierrez, 20, both of Scranton, pose for a photograph outside of Viewmont Mall in Dickson City Friday, November 28, 2025. (SEAN MCKEAG / STAFF PHOTOGRAPHER)
MaKena Sanderson and Jake Ulmer, both of Carbondale, load a 65-inch television into their vehicle outside of Best Buy in Dickson City Friday, November 28, 2025. (SEAN MCKEAG / STAFF PHOTOGRAPHER)
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Elena Fortuner, 11, left, and her mom Mary Beth Bobrowski of Greenfield Twp. stand outside JCPenny at the Viewmont Mall Friday, Nov. 28, 2025. (Christine Lee/Staff Photo)
Jason Williams of Roaring Brook Twp. came with his family to Best Buy in Scranton on Friday afternoon for an iPad that was on sale but ended up finding a gaming tower on sale, which he purchased as a Christmas present for his son Brayden,16. He said his family usually shops on Black Friday and encountered a lot of traffic Friday morning.
“We would be one of the normal people that would be here at five o’clock in the morning,” Williams said. “We were actually late this year.”
He said the family planned to have their Christmas shopping completed Friday.
Bobrowski usually shops on Black Friday because it’s fun and can yield some unexpected Christmas gifts.
“I don’t rely on it but I go for the fun,” she said.
The National Retail Federation predicted sales during November and December will increase between 3.7% and 4.2% over 2024. Consumers are projected to spend between $1.01 trillion and $1.02 trillion — which would surpass the $976.1 billion spent last year, according to the NRF’s annual holiday forecast.
While industry experts expressed optimism about the holiday shopping season, consumer confidence in the U.S. economy fell this month in the aftermath of the federal government shutdown, weak hiring and stubborn inflation, according to a report the Conference Board issued Tuesday.
Many retail executives have reported customers becoming more discerning and increasingly focused on deals while at the same time remaining willing to splurge for important occasions, creating a potential halo effect that might keep financial worries from discouraging holiday shoppers.
Some retailers accelerated shipments of merchandise before the Trump administration’s tariffs on imported products took effect or decided to absorb some of the tax costs instead of raising prices for customers. Toys, baby products, housewares and team sports equipment have been among the retail categories with the biggest price increases since April, according to market research firm Circana.
The Associated Press contributed to this story.