LAS VEGAS -- This year, many retailers aren't waiting until Black Friday to open up shop. They are bucking tradition and getting customers in the door on Thanksgiving Day.
More and more retailers are no longer waiting for Black Friday to roll out the deals, and customers say they like the early option to shop.
Old Navy at the Boulevard Mall opened at 8 a.m. on Thanksgiving Day, and it was offering 40 percent off. It will close at 4 p.m. Thursday and reopen at 7 p.m. When it reopens, it will stay open until 11 p.m. on Black Friday.
For most people the turkeys weren't even in the oven yet, but the shoppers were already hitting the stores.
"I was really excited for this day. I actually saved up money for this!," shopper Thea Gonzales said.
"I love it! That is why we ran in here as we are driving by. I didn't think it was going to be open," shopper Sarah Wells said.
Shoppers like Wells, who has to work on Black Friday, say this is the day she and her family can come search for the deals.
At the Fashion Show mall, Forever 21 opened at 11 a.m. and Macys will open at 8 p.m. on Thanksgiving Day for the first time ever.
Managers say they are responding to what customers want.
"It is all about the choice for customers and really finding the extended shopping hours for them to be able to make it work for their lifestyle," Fashion Show mall manager Janet Lafevre said.
Wal-Mart will start rolling out its pre-Black Friday discounts at 6 p.m. Thursday, for everything from electronics to jewelry to clothes.