While most big box stores open later this evening - Kmart stores opened early this morning.
NewsChannel 3's Darragh Copley was there with dozens of customers as the doors opened.
"Well worth it, my toes are a little frozen, but it's worth it to save."
Shoppers started lining the Kempsville Kmart in Virginia Beach around 4 a.m. this morning for the earliest opening store on Thanksgiving Day.
"I think it's great, I know ya'll think we're pretty crazy out here, but to save a couple of bucks at this time of the year I think it's a good idea."
Forget the Black Friday frenzy that we usually see as the doors opened at 6 a.m.
Folks waited patiently.
"It gets you ahead of the rush, I like the rush, I like the hustle, hustle, bustle, I like it, it's kind of calm here today, I like it."
No pushing or shoving to get this year's hot ticket items.
"I'm waiting for the Android Tablet and two vacuum cleaners," says one shopper.
For the first time ever, Kmart stores are staying open through Black Friday.
"I love it, you know it's a way single moms get stuff for their kids, it's a way for people to get out and meet new friends and just have a good time with it."
Folks have the chance to take advantage of all the deals and discounts until 11 o'clock tomorrow night.
More stores are opening early on Thanksgving Day than ever before, which is causing some concern for employees who have to work on the holiday.
"We were very conscious of every schedule we made. It took me 12 hours to make my schedule for this store because I wanted to make sure every single person had an opportunity to be with their family today."
Keeping morale high among workers - pleasing dozens of customers who are enjoying the start to the holiday shopping season a day early.
"Shop, shop, shop 'til we drop honey, I'm going to Walmart and mall shop, shop 'til I drop!"