The days of one crazy day for holiday sales are long gone for retailers.

Black Friday is historically the day when retailers can propel their bottom line from the “red,” a loss, into the “black,” a profit.

But, in recent years, retailers have slashed that single-day sales notion.

“They’re starting earlier and earlier and earlier, finally onto Thanksgiving,” said Josh Elledge, Chief Executive Angel at SavingsAngel.com. “As consumers, we’re faced with the decision: do we want to head out on Thursday or not?”

Ahead of Thanksgiving, many retailers decided, in spite of customer backlash online, that opening on the holiday is worth it.

The favored opening time for retailers, from Best Buy and Macy’s, to Target and Walmart, is 5 or 6 p.m. Thanksgiving Day. Others, like Kmart, are beating them to the punch by opening doors at 6 a.m.

“That’s good because we can eat with the family, then, after 5, we can go to the shopping centers,” said Carlos Erizarry as he shopped at Waterford Lakes Town Center Wednesday.

But while some retailers fight for customers’ cash by opening earlier each year, others have decided to buck the trend by announcing they’re not open on Thanksgiving.

In their "Bring Back the Holidays" campaign, TJ Maxx, Marshalls and Home Goods prominently advertises their stance: their doors are closed on Thursday.

“We really felt it was important for our associates and also our customers to be with their friends and family on Thanksgiving,” said Brittany Farrell, a spokesperson for TJ Maxx, Marshalls and Homegoods.

Other retailers, such as Barnes and Noble, Home Depot, Bed Bath and Beyond and Pier 1, won’t be open, either.

“I think it sends a really good message, that Thanksgiving is reserved for families,” said shopper Yasmin Rocha.

Consumer expert Josh Elledge said the concept is nice -- but don’t be fooled.

“It’s a marketing decision,” he explained. “I don’t think it’s a moral decision for these guys.”

Elledge predicts by closing on the holiday, retailers will build anticipation. That will likely result in huge sales on Friday as shoppers flock to their stores.

“The only risk for retailers would be that everybody’s already spent all their money on Thursday,” Elledge said.