ivan rodriguez takes a closer look. >> black friday historically marks the start of the holiday shopping rush and when retailers claim they have the best deals available but this year there seems to have been a different tactic from many retailers, which could result in a slower than usual shopping day. for many shoppers on black friday the day begins bright and early. >> for me it's about tradition and family. i've got my daughter and my niece here with me. we have my niece sleep over. we come to the mall, we're here by 6:00 a.m., we shop till we drop, and then we head home this afternoon. >> reporter: this year retailers are departing from only offered claimed best deals the day after thanksgiving by rolling out black-friday like sales weeks in advance, long lines like these might not be a common sight across stores this black friday. doesn't mean consumers won't be shopping at all throughout the weekend, which could be good news for small businesses. >> i just feel really lucky and blessed that we've had people who have been loyal to us. >> reporter: this year about 60% of holiday sho