Retailers bracing for an increase of in-store shoppers on Black Friday

FRESNO, Calif. (KFSN) -- The biggest shopping weekend of the year kicks off in less than a week. The National Retail Federation estimating roughly $164 million people are planning or considering to shop. Retailers are already rolling out the holiday décor and deals.

As traditional brick and mortars compete with the online marketplace, it is the consumer that will win. Benefiting from promotions that allow them to find the best gifts at the lowest prices.

We may find customers shopping behaviors shifting toward brick and mortars as retailers are offering in store incentive.

"We've put a lot of emphasis on the in store shopping experience," said Walmart store manager Art Flores.

He says each location plans to ease the stress of holiday shopping by color coordinating their ads and the store.

They are also ramping up staffing, expanding hours and increasing stock.

"Traditionally we carry just a certain amount of product in the store this year they've bumped it up a lot more," said Flores.

In addition to Black Friday specials getting you through the door they've got Walmart exclusive items like the gold Hatchimal.

"We have some play station controllers it's a clear blue. We have some TVs on the ad that will be Walmart exclusives as well," said Flores.

Additional services like free delivery and in store pick up have been added.

"If you order online the in-store pickup will be free you'll get it between two to 10 business days for free. Some items are even guaranteed before the holidays."