Time was when Black Friday signaled the official start of the holiday shopping season, but Jeanette Ludington of Aurora knows those days are long gone.
“I’m usually a Black Friday shopper but especially with four kids, we try to get the best deals ever,” she said as she walked around Chicago Premium Outlets mall in Aurora Friday morning. “I started shopping before all this, but I miss that time from the old days when you had to worry about – are we going to get this great deal or miss out? But now, the shopping season is weeks and months long. But I’m going to make a day, a family day of this.”
Despite the early start many have gotten on Christmas shopping and the chilly weather Friday morning, thousands still came out to the malls in Aurora for Black Friday deals.
Darkness greeted shoppers at Chicago Premium Outlets when it opened at 6 a.m. Friday. Many said their holiday shopping was already well underway but that there is still something alluring about Black Friday.
Mandy Zambrano of Mokena said when it comes to Black Friday shopping, “I do it every year.”
“I do this to spend time with family,” she said as she and her sister waited in line for more than 25 minutes to go inside The North Face store at the outlet mall. “I do a lot of internet shopping, but sometimes you want to see stuff. I like seeing and getting deals. I know people started shopping before today and actually, I’m almost done. What will make my day today is if I find a coat for my husband, but what I see is what I get.”
Zambrano’s sister Michelle Smith of Peotone said her mission was just “to hang with my sister,” adding that when it comes to Christmas shopping, “I started last month.”
“I’m almost done as well,” she said. “As far as waiting in line, it’s worth it if the store is offering 60% off.”
And she understands the attraction of the Black Friday shopping experience.
Shoppers crowd Chicago Premium Outlets mall in Aurora on Friday, Nov. 28, 2025, to take advantage of Black Friday deals. (David Sharos/For The Beacon-News)
“I’m not shocked by the crowds here at all,” she said.
Meanwhile, at Fox Valley Mall in Aurora, shoppers were not able to enter before 9 a.m. on Friday, but within 15 minutes of opening hundreds of cars had already packed the parking lots.
Economists are predicting a robust holiday shopping season as the National Retail Federation says sales will top $1 trillion for the first time ever.
“The National Retail Federation forecasts a record-breaking holiday spending season for 2025, projecting sales to grow by 3.7% to 4.2% over 2024, surpassing $1 trillion for the first time,” according to a press release from the group. “This growth is supported by solid consumer fundamentals and expected online sales growth of 8% to 9%. Additionally, 186.9 million Americans are expected to shop over the Thanksgiving weekend, a slight increase from the previous year.”
At Fox Valley Mall, administrators are likewise optimistic about the holiday shopping season.
Kristina Arias, senior director of marketing for the mall, said prior to Thanksgiving that “foot traffic was up already and it has been an excellent year, foot traffic and sales-wise.”
“We’re up on all fronts and we’re really expecting the strongest Black Friday we’ve had in years,” Arias said earlier this week. “Shoppers are looking for value, convenience and experience, so Fox Valley really has all three. This year, they are shopping earlier for the deals, for the value and all of our indicators for traffic trends, retailer feedback and early promotions from our retailers point to a very busy Black Friday and an active holiday season.”
Jeanette Ludington of Aurora spends some time on Black Friday at Chicago Premium Outlets mall in Aurora on Friday, Nov. 28, 2025. (David Sharos/For The Beacon-News)
Arias agrees that despite some shoppers stretched finances, Christmas is a time when “they’ll spend the money regardless.”
“When promotions are out there from the tried-andtrue trusted brands, they’re going to perform well,” Arias said. “We still see customers comparing prices but they will still always spend on gifts and experiences for their loved ones.”
General manager of the mall Steven Yee said that shopping in person still matters despite the ease of online shopping.
“People are social by nature and they want to come to the mall and experience the holiday spirit and sharing the holiday events we have,” he said. “We have a lot of performances here and people want an immersive experience. You can’t get that online. People want the sensory connection, not just the click and buy and it shows up on your porch.”
David Sharos is a freelance reporter for The Beacon-News.
