ESCAMBIA COUNTY - You won't have to wait until the day after Thanksgiving for big holiday sales.

As Channel Three's Jake Peterson reports, the discounts are starting earlier than ever before.

The day after Thanksgiving is the unofficial start of the holiday shopping season, but some retailers are trying to get a piece of the Black Friday pie earlier.

Starting Friday at five, Sears is having a Black Friday sale.

The retailer is offering twenty to seventy percent off of electronics, jewelry, and tool sets.

"It's good, 'cause most people, if they are like me, wherever the sales are, that's where they want to be."

Dorthy Moorer says the sales will jump-start the holiday shopping season for her.

"I start when the sales start."

Walmart is catching onto the Black Friday fever by offering popular children's toys for ten dollars.

But retailers aren't just offering savings inside the store...they're also offering some savings on the Internet.

Walmart, Amazon, and Target are slashing book prices on their websites.

Economists say this year's shopping outlook is not good, so retailers plan to be more aggressive than ever before.

Most shoppers don't mind Black Friday coming early.

"You gotta lure the customer in and you have to lower the prices, 'cause there are too many people out of work and too many people who are watching their pennies."

That's a piece of advice Tom and Barbara Newman are following this season.

"Where we used to not watch how much we spend on the grandkids, now I have to stop and think about it."

Finding ways to save big during a time when most shopping budgets are small.

Reporting in Escambia County, Jake Peterson, Channel Three News.

Economists believe holiday shopping sales will be flat this year from last year."Black Friday" Coming Early This Year for Some Retailers