Only five "sleeps" until Christmas, and the way things are going at some major retailers, a lot of shoppers will be up all night.
Forget Black Friday - this is The Black 5-Day. Kohl's department stores are now open around the clock until 6:00 p.m. Christmas Eve. Toys R Us begins its marathon run from 6:00 a.m. Saturday morning until 9:00 p.m. Christmas Eve. Some Macy's stores will stay open straight through Christmas Eve, as well.
It's a welcome relief for folks like Shannon Wilson who was just starting her shopping Friday afternoon.
"I work nights, so when I get off work I can just come on my way home," she said. "It's perfect."
An American Express survey finds that as of Friday, one in five Americans still hadn't started shopping. Nearly half weren't even halfway done. Retailers blame the fact that there are six fewer shopping days than usual this year - something that could cost them a billion and a half dollars.
With time running out, shoppers are abandoning the internet and braving the brick and mortars.
"It kinda came out of nowhere with shipping, so now I'm just trying to finish up," said Paul Kirby of Lynnwood.
Some wonder whether the round the clock workload is too much, putting an excessive burden on low wage workers and their families, not to mention the focus on the almighty dollar.
"It's America. Everything is too much," said shopper Bob Steele. "Unfortunately, that's the way it is."
Shoppers like Kirk Mathis, who picked out a few items for himself on Friday, said you won't find him shopping at 4 a.m.
"I's stupid. If you can't get your shopping done in a normal day you're doing something wrong with your life," said Mathis.
You can probably consider this the "new normal;" however, now that it has started, analysts believe this round the clock holiday shopping will likely only expand.