Several retailers this year are starting black Friday deals a little earlier.
Black Friday is moving to Thursday. Stores competing for a shrinking dollar are getting an early start on holiday shoppers.
"This year retailers are taking control," said San Diego State marketing professor Miro Copic. He says the way to do that is to open their door to Christmas shoppers as early as possible.
Toys R Us has announced it will open up at 9pm Thanksgiving day, WalMart will open an hour later at 10pm.
"They may get more traffic at 9 or 10 o'clock in the evening rather than trying to wake people at 4 or 5 in the morning," said Copic.
San Diego shopper Judy Bair gets up early every Black Friday to shop with her family. But she says this year they will go shopping before they go to bed.
"I don't mind, I really don't mind," said Judy Bair, "I'll go whenever the getting is good."
This year Judy says she will do her Christmas Thursday night and then continue into the early hours.
"But we're home by 10am and we take a nap," said Bair.
While shoppers are quick to adapt to the changing sales, some workers are complaining it cuts into their holiday. A Target employee has started an online petition protesting the store's plans to open up at midnight. But marketing professor Miro Copic says it's part of the evolution of the work environment.
"As long as people are willing to work during those times, it's a better experience for the customer," said Copic.