Black Friday is one of the biggest shopping days of the year, but you may not have to wait that long to take advantage of day-after-Thanksgiving sales and discounts.
It's beginning to look a lot like Christmas.
"It seems like there's a lot more Christmas out, it was out before the end of Halloween even," said shopper Ray Kennedy.
But Santa's early arrival is not about holiday spirit, but spurring holiday spending.
Black Friday signs are going up weeks before Thanksgiving. Analysts are predicting sales up 2.3 percent as retailers try to lure the earlybirds
“This is the first weekend to sort of get my feet wet, look around and see what's going on,” said one shopper.
The Christmas season has always been make it or break it for retailers, but in a tight economy, it can't come quickly enough which is why big retailers like Walmart, Sears and Target are jumpstarting 'Black Friday' sales.
A recent survey found 6 in 10 Americans plan to spend the same or even a bit more than they did last year, and although shoppers are usually encouraged to wait for last minute markdowns. Not this time.
"If you want something that is popular….if you want something that is likely to run out…get it, get it now," said Paige Beal, consumer expert.
That's because retailers can't afford to hold on to as much inventory in a recession, and with 50 percent of customer admitting they are trying to snag bargains today's prices may be as good as it gets.
"Reason I start early is to beat the crowds. Number 2 is to get the best deal I can," said one shopper.
But not everyone is feeling the holiday spirit.
“I'm just not quite ready yet,” one shopper said.
But ready or not the holiday season is already here.