Americans are expected to spend a record-breaking trillion dollars this holiday season on shopping.

“Small businesses are thankful for all of our customers who keep coming back,” said Kelsey Baxter, manager of Dor L’Dor.

“Definitely for my close family and friends, I come here because they're nice and helpful,” said shopper Megan Hughes, from Point Pleasant Boro.

It's go time for this year's holiday rush. And customers like Megan Hughes are ditching phones for the brick-and-mortar shops.

“I think a lot of people use shopping in person as therapy to go out and talk to people or see things in person,” said Hughes.

Consumer expert Caleb Silver says Black Friday shopping is now spread over several weeks, roughly half done online as stores adapt.

“It's not just around one event like Black Friday, it's around what they call the Turkey 12,” said Silver, the editor-in-chief of Investopedia.

“Small businesses and mom and pop retailers can lean into the experience of shopping in-store, maybe give a drink to shoppers on their way in, maybe have live music there,” said Silver.

“We are not looking to combat online sales we are just looking to bring forth the best customer service experience. In-store experience is all we have left,” said Luke Mesanko, owner of Wanderlust Land and Sea in Wall Township.

“We get new arrivals almost every week, so here at Dor L’Dor it's kind of the hunt and the thrill of finding something new,” said Baxter.

The average American will spend a combined total of $900 on their friends and family this year, according to trend experts.

“They all know if I name a person, they'll say, 'Oh, you should look into this for that person,' and you won't get that online,” said Hughes.