Black Friday shoppers hit Chicago area malls hoping to score deals

SCHAUMBURG, Ill. (WLS) -- From the Magnificent Mile to suburban malls, stores were packed with shoppers trying to get the best holiday deals on Black Friday.

At Rosemont's Fashion Outlets of Chicago, shoppers battled the crowds to get their hands on sought-after gifts.

"It is super crowded. People are everywhere," said shopper Din Jin.

"Unfortunately, we keep bumping into everyone and we can't help it," said shopper Natalie Vigilanti.

Amanda Vigilanti was battling a different deadline - she is due to have a baby Tuesday and wanted to get her holiday shopping done ahead of time.

The line outside the Lincoln Park Binny's Beverage Depot location was 1,000 people long for the annual release of Goose Island's Bourbon County Stout Friday.

Experts said shoppers were likely to spend $23 billion Friday alone.

"Online spending continues to increase, that trend has been ongoing. However, people are coming out to brick and mortar stores. They want to touch and see items before they buy," said Liz Berrill of Deloitte.

Woodfield Mall expected this to be their busiest Black Friday in years.

Woodfield Mall was open for 29 hours straight as holiday shoppers try to snag the best Black Friday deals.

RELATED: Black Friday Shopping Guide

By 11:00 p.m. Thanksgiving night, the parking lots were 90 percent full as shoppers scoped out the department stores to find Black Friday deals.

According to the National Retail Federation, Black Friday will remain the busiest shopping day with 116 million people planning to hit the stores nationwide.

"Woodfield Mall has always seen strong crowds," Heather Lloyd, Woodfield Mall director of marketing and business development. "I think this year you see the retailers offering great discounts. Just coming to the mall is an experience in and of itself. Not only do we have great shopping, we've got great dining with the new dining pavilion and it's just an experience for friends and family to come out during the holiday season."

The large crowds are a welcome sight for retailers who used major discount incentives to get shoppers to come in to the brick and mortar stores this year.

On Thanksgiving, Woodfield Mall opened around 5 p.m. It closes 10 p.m. Friday.

Pier 1 tried to drive foot traffic with a special in-store promotion.

"The customers can come in and do anywhere from five to 50 push-ups and we take that amount off their purchase," said Leonard Racine of Pier 1.

Even customers who didn't attempt the Pier 1 challenge said Black Friday shopping took a physical toll.

"It is kind of hard because you are walking and your feet hurt. We have been here at least a few hours," said shopper Alaina Fernando. "After this we are going to another mall. So more walking."