Money Black Friday sales kick off the holiday shopping season, but expect to pay more this year November 26, 2021November 26, 2021 Kelly Tyko and Morgan Hines, USA TODAY Comments Off on Black Friday sales kick off the holiday shopping season, but expect to pay more this year Shoppers are expected to pay on average between 5% to 17% more for purchases on Black Friday this year compared with last, according to Allianz.