As a result, brick-and-mortar retailers have been trying everything they can to lure consumers into stores. Some stores tested the earlier hours last year, but this year more retailers opened their doors late on Thanksgiving or at midnight on Black Friday. In addition to expanding their hours, many also are offering free layaways and shipping, matching the cheaper prices of online rivals and updating their mobile shopping apps with more information.
"Every retailer wants to beat everyone else," said C. Britt Beemer, chairman of America's Research Group, a research firm based in Charleston, S.C. "Shoppers love it."
Indeed, some holiday shoppers seemed to find stores' earlier hours appealing. About 11,000 shoppers were in lines wrapped around Macy's flagship store in New York City's Herald Square when it opened at midnight on Black Friday. Joan Riedewald, a private aide for the elderly, and her four children ages six to 18, where among them. By the time they showed up at the department store, Riedewalde had already spent about $100 at Toys R Us, which opened at 8 p.m., and planned to spend another $500 at Macy's before heading to Old Navy.
"I only shop for sales," she said.
Carey Maguire, 33, and her sister Caitlyn Maguire, 21, showed up at the same Target about two hours before it opened. Their goal was to buy several Nook tablet computers, which were on sale for $49. But while waiting in line they were also using their iPhone to do some online buying at rival stores.
"If you're going to spend, I want to make it worth it," said Caitlyn Maguire, a college student.
By the afternoon on Thanksgiving, there were 11 shoppers in a four-tent encampment outside a Best Buy store near Ann Arbor, Mich., that opened at midnight. The purpose of their wait? A $179 40-inch Toshiba LCD television is worth missing Thanksgiving dinner at home.
Jackie Berg, 26, of Ann Arbor, arrived first with her stepson and a friend Wednesday afternoon, seeking three of the televisions. The deal makes the TVs $240 less than their normal price, so Berg says that she'll save more than $700.
"We'll miss the actual being there with family, but we'll have the rest of the weekend for that," she said.