If you’re a consumer, Black Friday has traditionally meant deep discounts on TVs, chaotic scenes in packed stores and, quite possibly, a post-Thanksgiving food coma. But if you’re a retailer, the unofficial start of the holiday shopping season boils down to a simple question: Will shoppers buy enough of our stuff over the coming weeks to put us “in the black”?

The answer, according to Michigan State University’s Ayalla A. Ruvio and Forrest Morgeson, may be “no.” The marketing professors just completed a survey that quizzed over 500 consumers about their holiday spending plans and concerns at a time when inflation is soaring and a recession looming. Their responses bode ill for not only retailers but the U.S. economy as well.

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Bryan Keogh

Deputy Managing Editor and Senior Editor of Economy and Business

Black Friday is one of the busiest shopping days of the year. AP Photo/Bebeto Matthews

Retailers may see more red after Black Friday as consumers say they plan to pull back on spending – acting as if the US were already in a recession

Ayalla A. Ruvio, Michigan State University; Forrest Morgeson, Michigan State University

A new survey suggests three ways consumers are behaving like the US economy is in crisis, which may become a self-fulfilling prophecy.

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