** Shares of U.S. retailers rise during Black Friday shopping spree

** Retailers offer exclusive products and steep discounts to boost sales in this year's shorter holiday season

** Black Friday begins the Christmas shopping season with crowds seeking "doorbuster" discounts at big-box stores, the day after American Thanksgiving

** Retailers like Walmart , Home depot and Costco Wholesale , Dollar Tree up marginally

** Target , whose exclusive products include Taylor Swift's Eras Tour book and "Wicked"-related products, gain 1.5%

** Electronics retailer Best Buy Co rises 2.8%

** Toymakers Hasbro and Mattel up 1.4% and 1% resp.

** Department store operators Kohl's and Macy's

gain 2.9% and 1.8% respectively

** Amazon.com Inc nearly flat

** Adobe Analytics estimated consumers to spend a record $10.8 bln in online Black Friday sales, a rise of 9.9% over last year

** The National Retail Federation expects roughly 85.6 mln shoppers to visit brick-and-mortar stores this year on Black Friday, up from 76 mln in 2023

(Reporting by Ragini Mathur in Bengaluru)

((Ragini.Mathur@thomsonreuters.com;))