Sandra Santos/Daily Journal Shoppers crowded the Hillsdale Shopping Center in San Mateo on Black Friday including Alexandra Sheldon and Kathy Sumner, top right, at the Disney Store; Metzy Sorto, bottom left; and, Andrea Crothers and Melanie Lasic, bottom right, at Bath & Body Works.

All round him people scurried, holding bags and pushing strollers while holding coffee in festive cups.

But not George Kutchinson of San Diego. He sat on a bench in the center of Hillsdale Shopping Center holding a big box containing a telescope while surrounded by an additional box and four small bags.

“It’s all about making the wife happy,” said Kutchinson who was waiting for his wife and her sister who were purchasing a gift card.

Kutchinson was one of many dragged to shop in search of stellar deals on Black Friday, traditionally the busiest shopping day of the year. Although retailers are seeing a boost, it is not matching the interest of previous years. Unfortunately for retailers, analysts do not anticipate the boon to rise to previous levels. Part of that prediction comes from consumers freely admitting less shopping plans.

Sixty-five percent of Americans will be cutting down overall holiday expenses, according to a poll conducted by the Nielsen Company. These reductions will be in addition the cuts people began to make last year. As a result, fewer gifts will be given this year.

Jamie Alfaro, who was taking a break to grab a snack with her three young children at Hillsdale yesterday, was of that mindset. Her family will be cutting back on gifts this year, focusing more on the gift of time, like trips together.

Rather than holiday shopping, she and her children — 5-year-old Eli who was enjoying a gingerbread cookie, 3-year-old Fiona who was sharing a chocolate cupcake with her mom and a quiet 6-month-old Isla — were on a simple mission: Get Eli a haircut and mom some post-baby clothes.

This trend has not gone unnoticed by businesses.

Salem Zarour, owner of Fresh Apparel and Ronya’s, noted the morning was busy and there was an increase of people stopping by to look at the shop but sales were not as high as previous years.

Zarour prepared for Black Friday with extra staff training and putting out new merchandise.

Lines were not super long at Crate and Barrel either, but Diane Gomes, department manager and night manager for the San Mateo location, explained it had been reasonably busy most of the morning. Markdowns abounded among the holiday place settings and room decor.

Black Friday is not the store’s biggest day of the year; Dec. 26 is.

Speaking of Christmas, the lines for Santa were beginning to rise. Little babies donning pretty, glittery dresses and bow-adorned headbands were placed on Santa’s lap and began to look confused. The jolly man never let the children’s confusion, and often times tears, break the demeanor. Passers-by laughed recalling instances where their own children cried when meeting the man in the red suit for the first time.

Nearby, Anny Hernandez from Redwood City sat with her granddaughter with a number of bags. She had not been shopping long, but managed to grab gifts and items for herself. Hernandez and her daughter planned to head to another shopping center later which featured more children’s clothing options.

Despite these plans, Hernandez was quick to point out she would never camp out to get such deals.

Things to keep in mind when wondering what to buy or what’s inside that festive package addressed to you: More than one-third of people plan to re-gift this year, according to the Nielsen Company. Clothing or electronics are the best guess for gifts as they were the top items adults plan to give.

Gift cards, on the other hand, are often the most coveted present. Interestingly, fewer folks are planning to give the plastic cards loaded with cash. Those planning to give should take note — one in four people given a gift card last year during the holidays has yet to use the card. Cash given, however, has most likely been spent.

Heather Murtagh can be reached by e-mail: heather@smdailyjournal.com or by phone: (650) 344-5200 ext. 105.