Forget waiting for Black Friday. This year penny pinching shoppers seem to be getting an earlier start and the stores are playing along.
"There are so many deals," said shopper Chrissy Lynch, "Everybody is having like a pre-Black Friday." Lynch says by shopping earlier she doesn't feel the pressure to buy but can take her time looking for bargains.
"It's not how much you spend, it's how much you save," said Lynch.
The economy is still having an impact on Christmas shopping with some saying shoppers will be buying more items this year but spending less on them. The key for stores is to get customers in the door and they are trying to do it now with coupons and bargains.
"I think they're just trying to extend the Christmas season," said San Diego State marketing professor Michael Belch. He says shoppers will still show up on Black Friday but that it is almost more a social decision than a financial decision.
Fashion Valley mall had a tree lighting ceremony on November 5th and it brought out a large number of shoppers.
Francine Miley is with the popular San Diego mall, "The Holidays are rolling out a little earlier than we are used to," said Miley, "and I think people are embracing it."
Dick Gorostiza says it's too early to go Christmas shopping, he says he usually doesn't get "serious" until December 1st. But Camille Warren says she's already found bargains for the holidays.
"You have more time to look around and look at everything and compare," said Warren. But her friend Jessica Lyons doesn't agree, "I think it's too early," said Lyons, "I'll start after Thanksgiving."