EAU CLAIRE, WIS. (WEAU) -- 14 days and a few hours to go until Americans trade cash for carts of Christmas goodies.
"It always sneaks up on me, it's coming up fast again," said Angie Bergeron who was shopping with her daughter at Target.
"We've got lots of things to get ready for Thanksgiving first and then we already started Christmas shopping," she said.
Bergeron is getting a jump-start before stores begin filling up with customers looking for bargains.
"It's called Black Friday for a reason where hopefully things go into the black for them," said Dr. Joe Bonner, a marketing professor at UW-Eau Claire.
He says it is the time of year retailers depend on you to help round out their year. And they will go to extremes to bring you into the store or onto their website.
"They are not making much money on certain products in hopes that you will fill up your shopping cart, so a lot of tactics that way, too," he added.
He says they will entice you to shop all areas of the store, offering deep discounts in certain categories, targeting customers worried about getting all their shopping done on time.
"It seems like they've created almost a culture of excitement and things," he added.
And it is the type of hobby Ariana Sullivan loves being part of. She loves Black Friday and the shopping season. And with two weeks to go, is a little worried.
"I have to see if I have enough money to buy everybody stuff," she said. "I have a huge family, there are seven of us total with my mom, dad and brother and sisters, too."
As for Angie Bergeron, while she is not worried about time, she says there is another incentive to shopping early.
"I'm not a last minute person but I do wait until the last three or four weeks because I like our presents wrapped under the tree," she said.
The National Retail Federation has several tips about holiday shopping. Click here to read them.
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