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Pleasanton shopping centers and downtown merchants are bracing for record crowds of shoppers Friday, the day after Thanksgiving that is traditionally called "Black Friday" because that's when most retailers start turning a profit on their year's sales.

With the economy in somewhat of a tailspin, downtown merchants were especially pleased--if not surprised--by the thousands who turned out last Friday for Main Street's annual "Magical Holiday Evening" event. Stores were crowded with shoppers and sales were reported as "strong" both on Main Street and in the growing number of restaurants and stores on downtown side streets.

Friday will come early for employees of many of Pleasanton's leading stores as they get ready to open doors early. Kohl's will open at 4 a.m. with Wal-Mart next door opening at 5 a.m.

"JCPenney's will be opening at 4 a.m. while Sears and Macy's Women's and Men's will open at 5 a.m. and Nordstrom will open at 7 a.m.," said Carrie Williams, who is director of marketing and business development for Stoneridge Shopping Center.

That will still be much later than stores in the Great Mall in Milpitas, which plan to open at midnight right after Thanksgiving Day turns into Friday.

Downtown Pleasanton is also aggressively promoting its sales, with decorative store windows and also signs promoting sales. Starting Friday, 20 merchants have banded together to keep their stores open until at least 8 p.m. every Thursday, Friday and Saturday night through Christmas.

To make sure Black Friday in this year's uncertain economy doesn't turn into "red" Friday, retailers are working to spur sales by promoting less expensive gift options. From 50%-off mattress covers at Macy's to hundreds of gifts priced below $10 at Wal-Mart, Pleasanton could be a shoppers' paradise of bargains this year.

At Murphy's Paw, the popular pet boutique on Main Street, counters are stacked high with special seasonally-priced gifts for shoppers to put under the tree for their furry friends. Even fancy chocolates next door at Gourmet Works are gift wrapped and ready to buy at special prices, not to mention free samples to keep customers "satisfied" while they shop.

"Americans may be hesitant to purchase expensive gifts this holiday season, but personal and practical gifts will resonate most with shoppers this year," said Tracy Mullin, president and CEO of the National Retail Federation.

A recent survey conducted by NRF found that consumers will shop for similar items as last year such as clothing and accessories (57.4 percent); books, CDs, DVDs and video games (55.6 percent); toys (41.6 percent); personal care or beauty items (20.8 percent) and jewelry (19.3 percent), just on a cheaper scale. Gift card sales are expected to drop 6 percent. The survey also found that consumers will be putting less of their purchases on credit--41.5 percent will primarily use a debit/check card and 22.8 percent will use cash.

At Stoneridge, to provide more incentive to shop, the first 200 shoppers at the mall's guest services counter will receive a "shopper survival kit" including a tote bag, Starbucks gift card, energy drink, energy bar, receipt holder, bottled water and a CFL light bulb, along with coupons and offers.

The kits are just one of a number of programs the mall's parent company Simon Property Group is rolling out as part of its new "shop smarter" campaign, Williams, Stoneridge Mall's marketing director, said.

"We're optimistic," Williams added, when asked what effect the economic turmoil will have. "Stoneridge is in a great position. We have over 165 stores and restaurants, still lots of activity going on at the center."

"We're obviously not naive to the fact that it is a difficult time, so that's why we're putting these things into place and really reinforcing that you don't need to go all over town or go to a lot of places," she added. "Stoneridge is really the place to get everything done."

As part of the "shop smarter" campaign, customers traveling in a car with four or more people will receive free valet parking from Friday through Dec. 31.

Also on Friday, there will be "rejuvenation stations" set up at two places in the mall featuring magazines and children's books, free WiFi, bottled water and entertainment.

There will also be a shuttle service throughout the holiday season to transport customers from the mall entrances closer to their cars.

California High School cheerleaders will run a gift wrap station during the holiday season with donations accepted for their services.

The Wal-Mart on Rosewood Drive is also looking to get a piece of the day after Thanksgiving action by opening at 5 a.m. The big box store is poised to weather this year's lackluster holiday season better than most with its traditionally discounted items.

A wave of online shopping the past few years has coined a new term--Cyber Monday, which is the Monday after Thanksgiving. A website dedicated to that--CyberMonday.com--has revamped itself and is promoting ways for shoppers to save money and get the best deals.

Also at Stoneridge, the shopping center is rolling out new eco-friendly security vehicles. Mall security offiers say the new T3 security vehicles this holiday season will reduce the center's carbon footprint and enhance safety and security.

"Not only do the T3s produce zero gas emissions, but each one will actually reduce the mall's carbon footprint by over 5 tons of CO2," said a spokeswoman.

The three-wheeled T3s are expected to make officers more visible and have a zero-degree turning radius and compact design to easily maneuver through crowds and tight spaces. The vehicle can go up to 20 mph.

How much do you plan on spending this year for holiday shopping? More, less or the same? Post your responses below.