CEDAR RAPIDS, Iowa – Early estimates show this year's Black Friday is bigger than last year.
Retailers expect 152 million Americans to shop throughout the weekend.
The sales are well underway in Eastern Iowa. Shoppers are darting around and looking for the best bargains of the season.
Doors at Kmart opened at 5:00 a.m. and hundreds poured in. Most people headed straight to the electronics department. That's where Kmart's Rodney Ringgenberg worked during the Friday rush.
"It's kind of like running with the bulls, I would think. People come running toward you. You hear the carts coming and people running," Ringgenberg said.
Experienced Black Friday shoppers said, on the biggest shopping day of the year, it's all about your plan.
"You have to have a strategy, which should first include breakfast, which we forgot, but if you go into a store knowing what you what, it's a lot easier than going in and kind of browsing," said Black Friday Shopper Amy Fecht.
Many shoppers stayed up all night, hitting other big retailers that opened on Thanksgiving Day and choosing to end their hectic morning at Kmart.
"We'll be going to bed after this, I think this will be our last stop," said Black Friday Shopper Maggie Hunerdosse.
Stores are hoping people continue to check out the sales, hoping bargain-shoppers will get them out of the red and into the black, which is what Black Friday is all about.