Consumers appear to be willing to spend a little more this year to get that "wow" gift, Toys 'R Us Chairman and CEO Jerry Storch told CNBC Friday.
The toy retailer was one of the first national retailers to open for the annual Black Friday shopping frenzy, with its stores opening their doors nationwide at 10 p.m.on Thursday.
Storch said lines were long with hundreds—and in some cases, more than 1,000—people lining up to start shopping last night.
"We are being very aggressive this Black Friday," Storch said in a live interview. "Black Friday is all about value, and we're sure offering it."
Toys 'R Us has fared better than other retailers during the last few holidays as parents are often hesistant to cut back on toys for their children. But if Storch is correct, there may be a bit more discretionary spending this holiday season.