IMAGE DISTRIBUTED FOR WALMART -Customers save big at Walmart's Black Friday shopping event on Thursday, Nov. 26, 2015 in Rogers, Ark. (Photo by Gunnar Rathbun/Invision for Walmart/AP Images)
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Black Friday used to kick off the holiday shopping season, but now Thanksgiving Day is the new tradition for some shoppers.After opening earlier and earlier on the holiday, this year, most of the more than dozen major retailers like Macy's, Target and Kohl's opened around the same time they did last year -- about 5 p.m. or 6 p.m.One big exception: J.C. Penney, which is opening two hours earlier at 3 p.m. on the holiday. Still, stores aren't waiting around to push discounts on holiday goods until the official weekend. In fact, according to the National Retail Federation, the nation's largest retail trade group, nearly 60 percent of holiday shoppers have already started holiday shopping as of Nov. 10 .Overall, the National Retail Federation estimates that about 135.8 million consumers will be shopping this weekend, compared with 133.7 million last year.In response, Wal-Mart and Target made all deals available later in the stores online Thanksgiving morning. New this year at Target: shoppers who spend $75 or more Friday will receive a 20 percent discount to use toward a future purchase on any day between Dec. 4 and Dec. 13 .Some shoppers came out for the first time on the holiday.
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