Forget Black Friday - this is The Black 5-Day. Kohl's department stores are now open around the clock until 6:00 p.m. Christmas Eve. Toys R Us begins its marathon run from 6:00 a.m. Saturday morning until 9:00 p.m. Christmas Eve. Some Macy's stores will stay open straight through Christmas Eve, as well.
An American Express survey finds that as of Friday, one in five Americans still hadn't started shopping. Nearly half weren't even halfway done. Retailers blame the fact that there are six fewer shopping days than usual this year - something that could cost them a billion and a half dollars.
With time running out, shoppers are abandoning the internet and braving the brick and mortars.
Some wonder whether the round-the-clock workload is too much, putting an excessive burden on low wage workers and their families, not to mention the focus on the almighty dollar.
"It's America. Everything is too much," said shopper Bob Steele. "Unfortunately, that's the way it is."
Shoppers could probably consider this the "new normal;" however, now that it has started, analysts believe this round-the-clock holiday shopping will likely only expand.