Video: Shoppers battle for bargains on Black Friday

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   >> courtney regan is checking out the black friday rush at the green shopping center in dayton, ohio this morning. good morning.

   >> reporter: good morning. happy belated thanksgiving, savannah. millions of americans maybe digesting the thanksgiving dinner , millions more have been shopping, some for as many as ten hours already. leading retailers with a new holiday mantra, if you open your doors, they will come. and we're off. that's right. the holiday season is officially under way with millions already snapping up door buster black friday specials.

   >> it hasn't been too bad. the weather has been really nice, so it's very bearable.

   >> this is my first time, probably my last time. but got to do it once.

   >> reporter: toys-r-us opened at 9:00 p.m . thursday followed by walmart at 10:00 , and then target, kohl's and macy's at midnight. from coast to coast shoppers battling the elements.

   >> energy drinks.

   >> reporter: lining storefronts in tents, camping out for outrageous bargains on everything from toys to electronics.

   >> 42-inch plasma tv 199. they have a samsung laptop for 299.

   >> reporter: while shoppers crowd stores not even greets these early opens with holiday cheer. a petition by one target employee argues opening stores at midnight is anti-family and that petition garnered more than 198,000 signatures, but target says its consumers prefer the early start time. macy's ceo says the midnight opening hasn't been an issue for 78,000 seasonal hires.

   >> we've checked with our employees but we haven't had the same push-back.

   >> reporter: maybe that's because they're just happy to have a job. with unemployment at 9% and a sluggish economy, this holiday season is a make-or-break for many retailers. but perhaps a silver lining . the national retail federation estimates 152 million shoppers r in the store this is weekend. that's up 10% from last year. yes, even with an economy on edge, retail analysts agree that consumers will shop and will spend.

   >> we love the haul days. we love to scream about them, but we love to be out there and rub elbow to elbow fighting for that last sweater that's on sale.

   >> reporter: what's the number one trend this holiday stone? strategy. it's estimated that 65% of shoppers will have planned their purchases before they leave home using online tools from social media to apps to price comparison websites . they know what they want and at what price. now it's up to the retailers to meet those expectations. savannah.

   >> some experienced shoppers for sure. courteney regan in dayton this morning. thank you. brian dunn is the ceo of best bi buy in eden prairie , minnesota. thank you for being with us.

   >> good morning.

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