Black Friday sales have been creeping earlier and earlier into the Thanksgiving week, as big box retailers try to kick-start you into holiday buying.
News 13 spoke with a few business-owners who say Black Friday is just another day on the calendar.
Freida Beck has been the owner of Bahama Mama's, a quintessential beach-side gift shop for a little over a month now.
She expects to have her fair share of customers inside her Flagler Beach store on Friday, but she's not going out of her way to take on the nationwide retailers this holiday season.
“We do not compete with that. We don't do any ads. It's all word-of-mouth. And we're better than they are because we have more unique stuff,” said Beck.
And that's the key for these smaller businesses.
They need to know their customers and be able to offer them a level of service not seen during the late-night or early-morning stampedes we'll see later in the week. In fact, for Beck, Black Friday will just be Friday.
“Business as usual. Fridays we open at 8:30 because we like to enjoy our farmers market and people, hopefully will wander in here,” added Beck.
Forget Black Monday. It's Cyber Monday through Cyber Sunday which is hurting this hobby store in Bunnell.
Despite giving customers the opportunity to hear, see and touch merchandise, Kerri Heim is still struggling.
“You advertise and you know, word of mouth is great, but the internet's huge and it's just marching over us little guys slowly but surely,” said store owner Kerri Heim.
Heim says she's still not sure if she'll even open the doors Black Friday.
She's kind of disgusted with the whole idea of the early sales.
“It's supposed to be about family get-togethers and dinners and now it's about, you know, who can get out of the house earliest in the morning to be banging on the door to get in to get a supposed deal. I think people are losing sight of what the holidays really are,” said Heim.