Retailers are beefing up security for Friday's rush of bargain-hunting customers, pledging better control of waiting lines, more in-store assistance and longer hours.

The trampling death of a Wal-Mart employee and shooting in a Toys R Us on the day after Thanksgiving last year heightened concerns about shopping safety. And anyone who's competed head to head for a Black Friday deal knows it can get ugly.

"If a hot item is not controlled, people can get into a wrestling match," says Kelly Brown, retail industry practice leader at the commercial property and casualty company Zurich. Or worse.

The risks have prompted retailers to tamp down expectations before shoppers get into a store, says National Retail Federation adviser Joe LaRocca. The association issued crowd-control recommendations to members this month.

He says most retailers with door-buster-type deals plan to clearly state how many products they have in stock at discounted prices, to hand out tickets or wristbands to those who are eligible for them, and/or cut off lines at the point where people won't be able to get the deals.

Wal-Mart has already announced plans to stay open on Thanksgiving and through the night to avoid an early Friday rush.

Target plans to spread out hot items in different areas of the store and provide maps and other tools to help shoppers find them.

ADT Security Services' Patrick Fiel says many of the company's retailer clients will use cameras to assess the size and location of crowds and work to communicate with customers so they can easily find what they're looking for.