Hundreds of shoppers packed Grand Teton Mall in Idaho Falls this morning in search of Black Friday deals.
"It thought it was gonna be crazy. It was a little bit slow, but I got some great deals,” said Emily Nevitt.
Although everyone says they found great deals, not all were willing to brave the early-morning lines.
"I don't get up early. I don't do the night before. I try to spend time with my family,” said Diana Skinner.
But even while the mall was abuzz, at the Kmart in Ammon, there were few signs of Black Friday this morning.
"This morning when we opened up, there wasn't as much traffic as there was yesterday morning,” said Kmart manager Fred Suxosanchez.
Following the lead of other stores, Kmart opened its doors a day early this year, shifting the bulk of the shopping to Thanksgiving Day.
"I think it's gonna be a Thursday thing. Because that's what I've seen last year, that's what I'm seeing again this year, and I'm sure we're gonna see the same thing next year,” Suxosanchez said.
Not all shoppers are pleased with the revelation.
"I hope they go back to letting people celebrate Thanksgiving as its own holiday,” said Lea Ann Frazee.
For others, a good deal's worth taking any day of the year.
"It's worth it,” said Kathy Stibel.
According to a National Retail Federation survey, 33 million Americans said they planned to shop on Thanksgiving Day. For now, the federation says Black Friday will keep its title as the year's busiest shopping day.