(WHAS11) -- It's the most wonderful time of the year, but for the stores it's the most competitive time of the year. The competition is who can open the earliest and this year you won't even have to wait until the Friday after Thanksgiving.
Before you can even drop that turkey leg, stores are hoping you will double down on electronics and toys. For some holiday shoppers it's worth skipping Thanksgiving dessert to get a better deal.
"Yes. It helps me and I think it's a good idea. The earlier they open the more people can shop at their convenience," said shopper Carolyn Lewis.
"I'm trying to plan earlier right now than before the big rush," said shopper Walter Stone.
Wal-Mart launched the pre-emptive strike, announcing it will kick off Black Friday deals on Thanksgiving at 8 p.m. and they are not alone.
" It’s a competitive market right now . We want to make sure we are available for our guests when they are ready to come in and do their shopping," said John Odenbach with Target.
So far Target , JCPenny and Toys R' Us have not said how early they will open but others have.
Sears will open at 8 p.m. on Thanksgiving. Sports Authority, Macy's , Best Buy and Kohl’s will all open at midnight on Black Friday.
Another way that stores try to one up each other on Black Friday is by offering online deals and incorporating smart phone technology into your buying experience.
One way that stores are using smart phone technology is by letting shoppers scan a bar code and the item can be delivered if the store is out.
Even if you don't stand in line on Black Friday, it's still like getting the deal. But for many, the holidays are about being there, in the store, feeling the magic of a great deal.
So this Thanksgiving the aisles will be full before the table is even cleared.
Click here for a list of retail stores and opening times.