Giant retailers like Sears and Target are opening earlier than ever for Black Friday, but the catch is they are not really opening on the Friday after Thanksgiving.
They are actually opening on Thanksgiving Day, a time typically spent with families eating food and watching football.
And many people believe the stores are going too far.
"Most people sit down and watch television or a movie or something," said shopper James Glastock.
But this year places like Sears, Target, Wal-Mart and Toys-R-Us are offering deals earlier than ever.
Some begin at 8 p.m. on Thanksgiving night.
"It's a little soon. People are probably still eating and relaxing, said shopper Sherri Brackett.
Workers and their families are voicing their opposition using online petitions through change.org. The movement has even gained the nickname "Save Thanksgiving."
And shoppers WMBD 31 talked to tend to agree.
Jane DeBlois said, "I think it's a shame. The employees need to be off on Thanksgiving."
"I feel they should be with their families instead of doing this," Brackett added.
Glastock said, "I think it's inconvenient for them really to come in like that on Thanksgiving."
People not only feel bad for the workers, but they say the entire holiday is becoming too commercial.
"It's all about the money. It's all about the money," DeBlois said.
Then there are some who say they benefit from earlier deals.
"I kind of benefit from it because I'm a pretty big black Friday shopper," said Nicole Sniff, who is also a mother of five.
She thinks working retail requires you to be flexible or try and be the lucky one who gets the day off.
"I guess you could anticipate working long hours and weird hours and holidays, but hopefully you can switch and trade and get the right hours that work the best for your family," she said.
Target and Sears released similar statements to WMBD 31.
Sears Holdings Corporation said, "We understand that many of our associates want to spend time with their families on the holiday, so Sears and K-Mart will staff its stores with seasonal associations and those who have volunteered to work on Thanksgiving Day."
Target said, "Target's opening time was carefully evaluated with our guests, team and the business in mind. Across the country, team member preferences were considered in creating our store staffing schedules.
It is also important to point out 8 p.m. on Thanksgiving is not the earliest time for shopping deals.
Many places stay open all day Thanksgiving for last-minute food needs, but then there's Bass Pro that's offering deals beginning Wednesday night.
It will also be opening at 8 a.m. Thanksgiving.