U.S. shoppers were back in a Black Friday bargain-binging mood, snapping up hoodies and computer laptops at stores, in a turnout that could give the economic recovery more steam.

In contrast to the past two years, shoppers said they were buying more for themselves and less focused only on price, while also saying the deals were not as deep as in the past.

Teen shoppers were also out in force, another good sign for the holiday season between U.S. Thanksgiving Day, celebrated on Thursday, and Christmas on Dec. 25, retail executives and analysts said. Consumer spending accounts for about 70 percent of the U.S. economy.

"This is shaping up to be one of the biggest Black Fridays we've seen," said David Bassuk, managing director at consulting firm AlixPartners, citing store promotions and intense advertising campaigns.

As retailers look for their best holiday season in three years, less generous deals could help them avoid steep discounts later and bode well for their margins.

"More teenagers are shopping and paying higher prices, which shows that consumers are more willing to spend their discretionary income as opposed to saving it," said Jharonne Martis-Olivo, director of consumer research, Thomson Reuters.

Wall Street Strategies analyst Brian Sozzi said that discounting was more in the range of 25 to 40 percent this year, compared with 30 to 50 percent last year.

Shoppers also told Reuters they were feeling the change.

"I'm looking at the TV and it says save $70 and I'm like, come on, you've got to be kidding," said Sanjay Patil as he and other shoppers waited outside a Best Buy Co Inc (BBY.N) store in Princeton, New Jersey, before midnight, even though the electronics retailer didn't open until 5 a.m.

"If it's Black Friday, it has to be 100 or 120 bucks savings minimum," he said.