Retailers are opening their doors earlier than ever.
Still, new numbers that show consumers aren't buying it.
Just over half of Americans, 53 percent, say they'll do some holiday shopping this weekend.
Target, Walmart and Sears earlied it up to 8 p.m. Thanksgiving Day, trying to get a jump on this year's shopping season.
It's one week short this year.
"You're not going to get the intensity that you've had in the past on Black Friday, so they might actually be diluting themselves more by creating this confusion," warns marketing professor Miro Copic.
In a new Deloitte survey, half say they'll shop online this weekend.
Only one in eight plan to hit the stores on Thanksgiving Day, down 10% from last year.
On Black Friday, six in ten say they'll avoid crowded stores; that's up from last year.
The lack of interest may be linked to consumer confidence, which just hit a seven-month low.
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