By 10 a.m. Friday, Eddie Taylor said he could tell that his trunk would not be overloaded with shopping bags on his favorite shopping holiday.

The Grovetown dad was searching for deals at the Kmart on Washington Road, but in spite of the holiday savings, he said he would not be getting as much as he did in years past.

"I can tell everybody's shopping less," he said, walking out of the store empty-handed. "I'm not doing as much, because the way the economy is. I usually spend about a grand on this day, but I'll spend about half."

The sprawling lines and frenzied crowds associated with the day after Thanksgiving were noticeably subdued by mid-morning , but store managers and others say shoppers still made way for deals on gifts and home essentials.

A preliminary Black Friday survey conducted by the National Retail Federation showed that 128 million consumers plan to shop for deals this weekend, down from 135 million last year.

Cheaper gas and deals on several items beyond the sought-after electronics brought about 4,000 customers to Kmart between 6 a.m. and 9 a.m. Friday, store manager James Klugh said.

"It used to just be electronics and toys, but the customers are shopping today for everything," Mr. Klugh said. "They need deals on everyday items. I guess that's part of this economy."

Kathy Harper, of Harlem, said she shopped at almost a half-dozen stores before making it to Kohl's in Evans.

"I'm shopping more than last year. I spent more on things for my house out of necessity," Mrs. Harper said. "I think the slower traffic made it more pleasant to shop."

Diana Ripley-Goodman, the store manager at Kohl's, said that several hundred customers filed in Friday morning.

"I think they are being more selective, and really looking for a bargain," she said. "I think things are going good, because we have so many deals."

Retail stores Target, Circuit and Best Buy on Robert C. Daniel Parkway had long lines at 4 or 5 a.m.

"When we were leaving Wednesday, there were four people lined up with chairs and blankets," said Ellis Hanks, the customer experience manager at Best Buy.

By 10:30 a.m., the store had 1,400 customers, the number of shoppers it normally receives all day.

Nintendo Wii, televisions, GPS systems and laptops were huge items. Some merchandise was sold out.

"Things couldn't be better. Some people are leaving with three or four TVs," Mr. Hanks said.

Target blocked off its front entrance to control customers, said Robert Davis, store manager.

"Once we opened the doors, we had 600 or 700 people enter the building right at 6 o'clock," Mr. Davis said.

Checkout lines were wrapped around the inside of the building.

"It's been pretty much the same as last year," Mr. Davis said.

At Circuit City, Greg Martin, the store director, said the store doubled its inventory to be prepared for customers.

At Augusta Mall, Lisa Perry, 41, said it wasn't as crowded as she expected it to be. Store managers at Augusta Mall, however, said things were still busy.

"People are out shopping. I think they're enjoying the shopping season," said Bob Goodman, the general manager, of Macy's.

The store opened at 5 a.m. and popular items included cashmere sweaters, fashion watches, fur-lined boots and denim, he said.

Elizabeth Sass, the store manager at Dillard's, said that turnout was "outstanding."

"For men, we've had a great response to our better-branded goods like Ralph Lauren Polo and Daniel Cremieux," Ms. Sass said.

Sales for women's items were also strong, especially on outerwear and ladies' boots.

Some shoppers aren't cutting back this holiday season.

Paula Herrington, 50, and her daughter, Celissa Knight, started shopping at 3 a.m. They drove all the way from Millen, Ga., to take advantage of sales.

"It's going to be about the same. Whatever happens will happen. It's no need to worry about it," Ms. Herrington said.