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Towels on black friday. anyway, putting that aside, that very important point for our economy, how important is black friday to stores this time of year? we heard that it is a significant factor for the retail industry, but for the economy overall. >> it's incredibly important. the take-away number here is really $603 billion. that's what the national retail federation is expecting consumers to spend, up 3.9% from last year. the consumers are really, this is one of the factors that's pushing the economy forward. you know, as you saw in the last couple years, during the recession, the consumer ...

Up on your dinner plate. alicia, is it lunchtime? >> it's about lunchtime and i think they are having buffalo. resurgence in the sales of this meat is due in part because folks are looking for healthy alternatives with everything they do these days. we are at rocky mountain natural meat. these folks can tell you how much their industry has grown. this is the largest by -- the largest bison processing plant in the country. the herds had thinned because in the 90s a lot of folks got excited about selling this lean red meat. but the consumer wasn't convinced. people didn't want to try it. but tha...