walmart, and shoppers were waiting. >> there's no long lines. and there's not too many people in here so it's not really crowded. >> there is an element of desperation in this. retailers want to know as soon as possible where they're going for the holiday season. >> reporter: stores are hoping to capitalize on what is projected to be a more profitable shopping season. retailers expect about 138 million shoppers to hit the stores. 4 million more than last year. and they'll spend about $450 billion in merchandise. but the recession is still fresh on many shoppers' minds. >> i think i feel a little optimistic but i haven't made up my mind if i'm going to spend more or less. >> reporter: in fact, 81% of americans say they'll spend less this holiday season. that's why retail experts say black friday will be a buyers' market. >> the door buster deals tomorrow, the jaw-dropping prices, those are definitely in retail stores, in the mall. they want to get you there and spending your dollars. >> reporter: that's exactly what