Black Friday shoppers take part in traditional retail dash

CHICAGO (WLS) -- Shoppers took part in a traditional retail dash in the city and suburbs on Black Friday.

It's a key time for retailers, many of which have resorted to steep discounting to lure shoppers. Black Friday was considered to be the main day for retail sales, but Thanksgiving Day as well as the subsequent weekend has made a significant impact on sales, retailers say.

For many bargain hunters, shopping began after their turkey dinner Thursday evening. Some stores remained open overnight as retailers embraced for a second round of shoppers for Black Friday.

"I'm still trying to find this deal that will blow my mind, make me buy something," Sheri Scott said.

"They're running so many specials prior to Black Friday now, where it's not like Black Friday, like it used to be," said Arian Wade.

Traditionally, the day after Thanksgiving is considered to be one of the biggest shopping days of the year, drawing in bargain-seeking consumers with the promise of discounted prices. Many retailers are now starting their big holiday sales in the days before and after Black Friday.

"We actually went out to the stores after midnight," Michelle Ching said.

Jacob Custr of New York-based 3D Innovations, which makes crystal engraved photo keepsakes, says stores are using continuous discounts to keep the shopping momentum going.

"Any kinds of sales that we have, we're going to be driving it for this Christmas," Custr said.

More and more brick-and-mortar stores opened their doors to shoppers on Thanksgiving Day. This year, Isaac Lujano was there when Woodfield Mall and some of its department stores opened at 6 p.m. Thursday and stayed open for the next 28 hours.

"I came here and my parents were shopping, but then they left because they got tired, so I just stayed here, and I've been here ever since," Lujano said.

And with an increase in online shopping, it appears Black Friday may no longer the start of the holiday season.

The Walmart in Chicago's Pullman neighborhood has been open since Thanksgiving and never closed.

"I saved at least $400. I haven't been to bed so I'm going to go home now and get some sleep," said shopper Ronald Wright.

Walmart says it plans to offer deals through the weekend.

"Black Friday is our Super Bowl of retail. Instead of making it about that one day of coming in, we are stretching it out over five days," said Erica Jones, Walmart spokeswoman.