Today marks the official start of the holiday shopping season, with a day many retailers refer to as "Black Friday." Doug Johnson of the Wisconsin Merchants Federation says holiday shoppers are expected to spend nearly $457 billion this season. That breaks down to an average spent of about $800 per shopper.
Holiday spending is expected to go towards many areas, but most shoppers are also expected to spend about $100 on themselves this year. Johnson says seasonal sales in Wisconsin are expected to top $9 billion.
WIBA's John Colbert contributed to this report.