• Paul Poirier shops for sales at Target on Black Friday, Nov. 25, 2016, in Wilmington, Mass. Stores open their doors Friday for what is still one of the busiest days of the year, even as the start of the holiday season edges ever earlier. (AP Photo/Elise Amendola)

    Paul Poirier shops for sales at Target on Black Friday, Nov. 25, 2016, in Wilmington, Mass. Stores open their doors Friday for what is still one of the busiest days of the year, even as the start of the holiday season edges ever earlier. (AP Photo/... Elise Amendola) (The Associated Press)

  • Shoppers stand in line to pay for their purchased merchandise at a Tommy Hilfiger store on Black Friday, Nov. 25, 2016, in Miami. Stores opened their doors Friday for what is still one of the busiest days of the year, even as the start of the holiday season edges ever earlier. (AP Photo/Alan Diaz)

    Shoppers stand in line to pay for their purchased merchandise at a Tommy Hilfiger store on Black Friday, Nov. 25, 2016, in Miami. Stores opened their doors Friday for what is still one of the busiest days of the year, even as the start of the holiday ... season edges ever earlier. (AP Photo/Alan Diaz) (The Associated Press)

  • Matt Little, of St. Charles, Mo., tries on duck waders at Cabella's in Hazelwood, Mo., on Black Friday, Nov. 25, 2016. (Christian Gooden/St. Louis Post-Dispatch via AP)

    Matt Little, of St. Charles, Mo., tries on duck waders at Cabella's in Hazelwood, Mo., on Black Friday, Nov. 25, 2016. (Christian Gooden/St. Louis Post-Dispatch via AP) (The Associated Press)

Thanksgiving weekend shoppers spent less due to discounts

Markets Associated Press

Thanksgiving weekend shoppers picked up hot toys, TVs and new Apple products, buying both online and in stores, but spent less per person because of rampant discounting that they've come to demand.

Continue Reading Below

Once all the receipts are in, customers look to have spent an average of $289.19 over the four-day weekend, down nearly 3.5 percent from a year ago, based on a survey by the National Retail Federation. The pressure on prices was especially strong on products like TVs.

More than 154 million customers said they had shopped or planned to this Thanksgiving weekend, up from 151 million a year ago, according to the survey.

And more were doing it online, as about 99.1 million went to the stores and 108.5 million shopped online.