Retail NZ says Black Friday sales have been down by about 10 per cent this year compared to last

The group's chief executive Carolyn Young says the American tradition of Black Friday sales, held the day after Thanksgiving, have become increasingly important for retailers and shoppers in New Zealand over the past five years.

However she says this year, sales have been trending down without exception.

Ms Young says stores she has spoken with say there have been plenty of shoppers out and about, but they have been buying less.