An increasing number of American consumers are seeking larger Black Friday discounts as concerns about the state of the U.S. economy grow. The Friday following Thanksgiving is commonly referred to as Black Friday, one of the busiest shopping days of the year in the United States. But this year, with the Black Friday sales under way though, American shoppers' enthusiasm is lower than in past years. While these shoppers are looking to cash in on discounts, there is broad concern among consumers about the state of the economy. The latest consumer confidence survey, released this week, shows confidence slumping to its lowest level since April. And that concern may encourage people to pull back their spending. A new survey from the professional services firm Deloitte found that shoppers plan to spend an average of 622 U.S. dollars between November 27 and December 1, down 4 percent from last year. Deloitte points to the higher cost of living and ongoing financial constraints as key reasons for the decline. Shoppers in New York City said that they were looking to spend less or be more careful about the items they choose this year. Meanwhile, another survey has cast doubt on some of the sales and how good they really are. Data from the budgeting company WalletHub found that 36 percent of items offer no savings compared with their prices in recent weeks. Many of Friday's sales are set to continue into the weekend and into what's called "Cyber Monday" next week. A survey from the National Retail Federation found 73.9 million people plan to shop on Cyber Monday - another opportunity for Christmas shopping at the beginning of the season. Shotlist: USA - Recent: 1. Various of consumers in shopping mall, products on display; New York City, USA - Recent 2. SOUNDBITE (English) local resident (name not given): "Yes, just the tariffs and saving for the future, we're always pretty careful."; 3. SOUNDBITE (English) local resident (name not given): "We try to prioritize experience, so maybe not buying clothes but mostly paying for travel tickets and going somewhere to visit family or friends."; 4. SOUNDBITE (English) local resident (name not given): "We'll get something she really, really loves, instead of a whole bunch of little things. So maybe save a couple of hundred dollars, but spend it more on a big purchase instead of like 12 different little things."; USA - Recent 5. Various of pedestrians on street, stores; 6. Various of consumers in department store, sign reading "Black Friday Sale"; New York City, USA - Recent 7. SOUNDBITE (English) local resident (name not given): "I do see that like at Columbus weekend, I think it's the same, and then from there they have little sales coming on the stores, here and there, leading up to today. And even earlier this week, it was the same sales online, even today - so I'm not going to go out in a big rush."; FILE: New York City, USA - Date Unknown 8. Various of consumers at cashiers; 9. Various of people in shopping street. [Restrictions: No access Chinese mainland]