It's one of the most hectic shopping days of the year. The Black Friday shopping frenzy started early with many shops opening for big deals on Thanksgiving. Many local stores say they're seeing crowds that are at least as big, if not bigger, than last year.
For many Black Friday shoppers, the deals started earlier than ever before. That doesn't mean they are skipping out on Black Friday. It just means for many, it's turned into a two day long shopping experience.
Shae Toney says her goal is to hit the stores for 24 hours straight.
"We've been out since 4:00 yesterday, going to different stores, shopping, Christmas shopping, stuff like that," she said. By noon, she still hadn't taken a break from shopping.
This year, Target in Montgomery opened at 8:00 Thanksgiving night. It will stay open until 11:00 Friday night. It's one of hundreds of retailers across the country taking advantage of the craze. According to the National Retail Federation, more than 100 million people will go shopping this weekend.
"People are jumping over you, throwing stuff across the aisle. It's wild," Toney said.
"Found what we needed right away. They were actually going right out the door and they had to re-route them. It was kinda fun," said shopper Patty Smith.
For serious Black Friday bargain hunters, the frenzy is part of the fun.
"It's not about the prices. It's just about the experience, because everything I've bought has not been on sale, but it is about the experience, being out and bumping into people. I love it. We go every year," Smith said.
Some retailers say they're running deals all weekend for a different reason: to lure in shoppers who don't want to be part of the initial rush. That includes Cohen's Electronics on Eastern Boulevard, which has been running Black Friday deals all week.
"If you come in here on a Friday and bought it, and your friend bought it on a Wednesday, it's not really fair that your friend had to pay more for it. So we try to make it so it works out for everybody," said Michael Cohen.
For a lot of shoppers, this isn't the end of the shopping experience. They are also waiting for Internet deals on Cyber Monday.
The National Retail Federation says about 100 million people will go shopping this weekend. About 33 million of those shoppers went on Thanksgiving Day.