RICHMOND, VA (WWBT) - Black Friday is almost upon us and some stores aren't waiting for the official day to start their deals.
Sales of 40, 50 even 70 percent off, and that's before the door busters kick-in early Friday morning. Even then, some stores are not waiting. Retailers like Sears, Garden Ridge, K-Mart and Toys 'R Us will have hours on Thanksgiving Day. Old Navy opens at midnight.
"People are looking to save and there's no reason why these retailers would do it, if they didn't think it would work," said David Urban, who teaches business at VCU and says the extra hours and door busters are a sign retailers are hurting and have been for several years.
"They are not going to sit buy and just let it pass," he said. "They are going to do whatever they can to try and get people into the stores and get them to spend money."
Denise Smith is with Chesterfield Towne Center and says even some of the mom and pop shops are trying to keep up with the new trend.
"If they're out here at the department stores at 4 a.m., why not open up my doors and hopefully they're going to shop with us that early," Smith said.
So, will the newspaper ads, TV spots and need to get out of the house on Friday prevail? It depends on who you ask.
Tiffany Wilson told us she's headed to "Walmart at midnight and Target at 4 a.m."
"Are you going to sleep?" Rachel asked.
"NO! I don't need a lot of sleep," Tiffany replied.
Rachel asked Kimberly Sheehan, "Do you avoid it?"
"We do. We like to spend our time with family over the holidays," Sheehan said.
If you are hitting the early bird specials on Black Friday remember, however long you wait to get into the a store, you'll probably spend just as much time, waiting to check out.