Black Friday is a big day for retailers and Christmas tree farms.
Picking out a Christmas tree is a popular day-after Thanksgiving tradition for many families like the Davidson's from Madison.
It takes more than cold and blustery weather to keep them from setting out on their post-Thanksgiving Day tradition.
They stopped at Hilliker Tree Farm in Tomah to find their Christmas tree on their way home from celebrating Thanksgiving with family.
After a tractor ride down to the valley full of Christmas trees, the search is on.
"We try to find something that's about 8 feet tall and pretty full, so we'll see what we find," said Dan Davidson.
With thousands of trees to choose from, it's a harder task than you might think.
"There's no scientific way to find a Christmas tree that's for sure," said Dan.
"Some of the trees that come up, I can't believe that people cut because it's not my perfect tree but everybody's eye is different and it's whatever looks good to you," said Hillicker Tree Farm owner Peter Hartung.
But it took less than a half hour for the Davidson's to agree on the perfect tree.
After sawing and sawing and more sawing, it's mission accomplished and another perfect Christmas tree for the Davidson's.
"The cutting process isn't easy but I think going down with the kids is always fun as long as they're all warm or warm enough," said Dan.
While braving the cold is a challenge, it's a small price to pay for the fun still to come.
"It's just a tradition. We have everything to put on it and tradition with what we do with putting on our ornaments and lights. It's just nice to make sure it's always there for the holiday," said Courtney.
"It's a good family experience," said Dan.
Hartung said he sells about 50 to 75 trees a day every weekend leading up to Christmas.