The weak economy robbed Black Friday of some of its sizzle.

Sacramentans flocked to the region's shopping centers in the annual post-Thanksgiving retail ritual, but the accent was on frugality. While crowds were heavy, particularly for the early morning "doorbusters," shoppers were being deliberate and disciplined.

Though fabled as the day retailers turn a profit and go "into the black," if it wasn't a major bargain Friday, it generally didn't sell. Discount stores were the busiest. While plenty of PlayStation 3s and high-definition TVs were bought, many shoppers were thinking in more practical terms.

At the Elk Grove Wal-Mart, Riann and Paul Tavu bought 40 winter jackets for relatives. Price: $8 each.

"The coats are useful and affordable," Riann Tavu said as they waited at the checkout line.

Lula James, shopping at Arden Fair, was clutching Macy's and Aeropostale bags by 9 a.m. But make no mistake: James is downshifting.

"Last year I spent around $500 at this mall and about $250 at Wal-Mart," she said. "This year I'll spend maybe $400 at Wal-Mart and $200 here. I'm trying to get the same number of gifts this year but with a little less money."

Her caution matches the nation's. Yes, malls were busy, with the International Council of Shopping Centers saying 45 percent of Americans would shop this weekend vs. 36 percent last year. But people are spending less.

The Conference Board, a consumer-research organization, said the average household will spend $418 this season, down from last year's $471. West Coast shoppers, hard hit by the recession, will spend just $376.

Although preliminary numbers won't be available until Sunday, the early returns weren't so great.

"I think it's fulfilling its promise," retailing consultant George Whalin said drily.

The head of Retail Management Consultants in San Marcos, he added: "This is going to be the worst (season) we've had in a long time."

That doesn't mean there wasn't some of the usual Black Friday hoopla, especially where the discounting was deep. Shoppers lined up for a half-mile outside Fry's Electronics in North Sacramento, which opened at 5 a.m. Motorists frantically circled the parking lot for empty spaces at Folsom Premium Outlets.

"We were just blown away by the amount of traffic," said the Folsom center's general manager, Brenda Sprouse. "I think outlet shopping is just the right environment for this type of (economic) climate."

The frenzy turned deadly in New York. At a Wal-Mart in Nassau County, police said a store employee was trampled to death by unruly shoppers shortly after the opening.

Two men were reported killed in a shooting at a Toys R Us store in Palm Desert. Officials said two groups of customers "that had issues with each other" got into a gunfight in the store, the Desert Sun reported.

Three shoppers were tossed out of the Wal-Mart Supercenter in West Sacramento after an argument flared in the electronics department at 6 a.m., a little more than an hour after the store opened. No one was hurt, but there were other squabbles.

"Someone was arguing with someone over a toy," said Stephanie Ram of West Sacramento. "I'm like, 'It's a toy.' " Feeling claustrophobic, she and her husband, Thomas, took a Starbucks break before heading back into the store to buy gifts for their grandson.

At most centers, business was steady throughout the day. At Arden Fair, parking was still at a premium in late afternoon – and so was elbow room inside. A weary Macy's clerk said traffic hadn't let up all day, and there was a line 10-deep to pay for merchandise at JCPenney. But many patrons were still browsing.

"The crowd's here, but a lot of people are looking," said Bob Carlton, working behind the counter at Merlo's Cutlery. He said sales volume Friday was down about 15 percent from a year ago.

Sunrise Mall in Citrus Heights was busy, but not overwhelmingly so. There were long lines at an Elk Grove Circuit City, whose parent company just filed for Chapter 11 bankruptcy protection. But most customers left with small purchases, such as $2.99 DVDs, or nothing at all.

Traffic was much slower at the nearby Linens 'n Things and Mervyns, whose chains are going out of business.

Whalin, the consultant, said the flurry of pre-Thanksgiving discounting had taken "some of the luster off the Black Friday events."

The atmosphere was calmer at upscale emporiums such as Westfield Galleria at Roseville and Sacramento's Pavilions, where there was less discounting. A dignified, silver-framed "sale in progress" sign between two mannequins was the only indication of anything unusual at Julius, a high-end men's shop at Pavilions on Fair Oaks Boulevard.

"Look, you don't come here for 'doorbuster' deals," said Bill Barlowe, a Fair Oaks retiree who was sipping a drink at the Pavilions Starbucks. "This shopping center doesn't do that kind of stuff."

At Downtown Plaza, Roque Yanez abandoned all subtlety and hired a disc jockey to draw customers into the Comic Lounge, which sells comic books and other merchandise. But sales were light, said Yanez, who opened the store in October but has 12 years of retail experience.

"This is probably the most slow I've ever seen," he said.

In years past, Manuel Vela and Blanca Garcia did most of their shopping in late December and paid little attention to discounts. This year, they came to Downtown Plaza to get the best deals possible.

"If I see something that's on sale, I'll buy it – only if I need it," said Vela, a UPS worker.

Robert and Deneen Brown, a Seattle couple visiting family in Sacramento, were done with the plaza by 8 a.m.

"We only have three bags," Deneen Brown said. "Before, we would have had a carload."

Michael Rasko, browsing but not buying at the Arden Fair Abercrombie & Fitch, was even more budget-minded.

"This stuff will come down some (in price) in the next few weeks," the college student said. "It always does."

Bee staff writers Jim Downing, Diana Lambert, Cathy Locke, Jon Ortiz, Chelsea Phua, Darrell Smith and Jim Wasserman, and the Associated Press, contributed to this report. Call The Bee's Dale Kasler, (916) 321-1066. Read his blog on the economy, Home Front, at www.sacbee.com/blogs.