For U.S. retailers, Black Friday is a highly anticipated day. It’s typically among the most active shopping days of the year and signals the kickoff of the holiday season, when retailers hope to get on to the plus side of the ledger for the calendar year and move from the red into the black. (For some consumers, the day produces dread as they wade into turbulent malls and stores across the land, feelings expressed in these common shopping gripes.)

According to a recent survey by the Consumer Reports National Research Center, 28 percent of all U.S. adults will be shopping in stores on Black Friday. But given the dismal economic climate, many brick-and-mortar and Web retailers could still be seeing red after Friday’s blitz. The $682.74 that the average U.S. consumer plans to spend on holiday-related shopping in 2009 is down 3.2 percent from 2008, according to the National Retail Federation.

Retailers have responded by reducing inventories, but November 27 will still be less profitable than many would hope. So we’re hereby calling for a new name for the day. Less-Red Friday? Brown Friday? (Black and red make brown.) Or maybe Flack Friday, since you'll likely hear or read quotes from many "experts" putting a positive spin on lackluster retail numbers.

Whether you approach this challenge from the economic perspective or because you can’t stand this post-Thanksgiving shopping frenzy, send us your suggestions for a renamed Black Friday by leaving a comment below.—Daniel DiClerico and Steven H. Saltzman | e-mail | Twitter | Forums | Facebook

Essential information: Learn what several retailers are doing to boost Black Friday buzz. And stay on top of the latest deals with our Holiday Shopping Guide and use Tightwad Tod's shopping pointers.