The traditional "Black Friday" shopping day after Thanksgiving is turning into "Black Thursday."
More stores are opening up on Thanksgiving Day to allow consumers to get a head-start on their holiday shopping.
"It's all about saving money, too," Sears' customer Loretta Warren told Houston, Texas TV news station KHOU. "I have to be wise with my dollar."
Many shoppers want to take advantage of the busiest retail period of the year.
Analysts predict it could be the strongest season in four years, and many hope the extra shopping time on Thursday will give it a boost.
Yet some critics feel having stores open on one of the few days of the year they are usually closed means less family-bonding, relaxing, and passing traditions down to children.
"It's crass. There is a time and place for shopping," Elena Brouwer, director of the International Etiquette Centre in Florida, told Reuters. "People should have a conversation. That's what people should be doing on Thanksgiving."