Stores are opening earlier than ever, trying to capitalize on every second of the shopping season.
Toys "R" Us opened their doors at 8 p.m., an hour earlier than they did last year.
Shoppers eager to get the Black Friday deals began lining up early Thursday morning. Within hours, the line wrapped around the building.
Kenneth Brewer was first in line. While the person at the head of the line is usually a Black Friday veteran, he said he'd never done anything like this before.
"I didn't have nothing else better to do," Brewer said.
For some, it's become a part of their Thanksgiving tradition, and they say the long wait is worth the savings.
Toys "R" Us and many big retailers opened earlier this year.
"It's very exciting. It's a little intimidating," said store manager Carol Ramey. "It's just—you know the Christmas season is here."
With a little patience, many die-hard shoppers will be checking off their Christmas lists and saving money at the same time.
The national retail federation estimates around 150 million people will be taking advantage of Black Friday – or Black Thursday – deals.
If you decided to stay in and sleep off Turkey Day, there will be plenty of chances to find deals online, including on Cyber Monday.