Americans are ready to spend and they don't want to wait all the way until Friday to do it. So retailers are obliging; Walmart, Rite Aid, Michael's and many others are opening on Thanksgiving Day.
Tito Hernandez has become the face of holiday shopping, famous now for lining up at a St. Petersburg, Florida Best Buy store last Monday.
"Enjoying hanging out and looking to save some money and get some good deals," he says.
Americans are ready for the big sales. More than 150 million of us say we will be there on Black Friday.
"If you miss Black Friday weekend, fear not, there are going to be more deals all the way through," says Marshal Cohen, chief retail analyst for NPD Group.
Consumer Reports says last year more than a quarter of the most popular electronics were actually cheaper in the two weeks after Thanksgiving. Which is a good thing for procrastinators and for shoppers in Boston. There, laws don't allow stores to open on Thanksgiving Day. Shoppers actually have to wait until Black Friday to do their Black Friday shopping.
"Thanksgiving is Thanksgiving. Start your shopping the next day," says shopper Leona Sprague. "Enjoy one holiday at a time."