Roll your eyes, but Black Friday's still got it. So here's what to look for

A shopper pushes two carts during last year's Black Friday sale at a Best Buy store in Overland Park, Kan. (Charlie Riedel/AP)

Is Black Friday dead? Despite this annual speculation, the Friday that historically marks the start of the holiday shopping season remains, in fact, the busiest day for U.S. stores.

Yes, most U.S. shoppers tend to say Black Friday is overhyped. But nearly 1 in 5 Americans still plan to do "most of their shopping" on Black Friday, according to a survey by the accounting and consulting firm PwC.