Shoppers hoping to get the coveted holiday deals are out at the stores already.
Many businesses opened their doors by 8 p.m. on Thursday.
Shoppers started lining up outside Target and Best Buy in Onalaska by 3 p.m.
Others are getting deals from the comfort of their living rooms.
But which option gives you valuable family time may just be a matter of perspective.
Consider two completely different scenes: One woman shopping on her computer at home, the other standing outside in line at Target.
"We pretty much know which websites," said Tomah woman Jean Fink.
"It's only 30 degrees so bring it on we're good," said Genoa woman Marilyn Werner.
But both women are hunting for the same thing, a can't miss Black Friday deal.
Fink and Werner have different strategies.
"The deals are offered online before they're offered in the store," said Fink.
"The TVs and stuff aren't really online and I think they're in so limited quantities," said Werner.
But both say shopping the way they are is all about family.
"I like the time with my family. It's so much easier to have dinner, sit down talk and go over what we're looking for my daughter and I usually do it together," said Fink.
"We're hanging out. We're having fun and that's what it's about it's about being thankful with your family," said Werner.
Another thing they agree on is their dislike for the earlier Thanksgiving hours.
"I don't agree with it. I think holidays are for family," said Fink.
"I have to say I'm not really up with the 8 o'clock. Midnight would have been better. I do think it's kind of intrusive," said Werner.
So whether online or in-store, these women are getting the best of both worlds. Their deals and their family time.
"It's the best because family is where it's at," said Fink.
Werner will shop through the night with her sons.
Fink says she finished all her shopping online on Thursday.
The National Retail Federation says it expects sales in the months of November and December to increase by almost 4 percent this year for a total spending of $602 billion.