Photo Gallery: Black Friday shopping
Retailers say they're responding to consumer demand for an ever-earlier start to the holiday shopping season. A National Retail Federation survey last year showed that the number of shoppers who flocked to stores opening at midnight following the Thanksgiving feast tripled in 2010 from 2009.
Longtime Black Friday shopper Susie Pollich of Rancho Cucamonga was plopped on the floor outside of the Hollister Co in Victoria Gardens. The 48-year-old admits she found the earlier start to be a challenge.
"It was better when they opened at 3 or 4 in the morning," she said. "I prefer the other way because I can get up at the time."
Kendra Farmer of Fontana, who was shopping at the Wal-Mart in Fontana, sees it differently.
"It's easier to stay awake," the 33-year-old said. "I'd rather stay awake, shopping until 4 a.m. then have to get up at 4 a.m."
A record number of shoppers are expected to head to stores across the country to take advantage of deals of up to 70 percent during the kickoff to the holiday shopping weekend. For three days starting on Black Friday, 152 million people are expected shop, up about 10 percent from last year, according to the National Retail Federation. That's good news for retailers, many of which depend on the busy holiday shopping season for up to 40 percent of their annual revenue.
"It's the literal, physical and emotional start to a very big period for us," said Mike Vitelli, Best Buy's president.




