MADISON, WI (WTAQ) - A Madison College Business and Marketing instructor says retailers don’t really make much profit on their Black Friday sale items.

Sometimes they lose money.

Betty Hurd says the object is to get the customers to come in the door. Popular items for the Christmas buying season this year are expected to be televisions, DVDs and the large selection of digital tablets.

Clothing, accessories and jewelry are expected to see a substantial increase in sales this season.

Madison-based retail consultant Doug Johnson is predicting a 6.5 percent increase in sales during the Wisconsin holiday shopping season.