(FORBES) — Black Friday isn’t what it used to be. The days of working off that turkey and stuffing by running around the mall and scooping up holiday deals the day after are waning, because now you don’t even have to wait until you’ve digested that drumstick.

Stores are opening on Thanksgiving Day itself, and there are plenty of sales in the days leading up to Thanksgiving, not to mention Cyber Monday along with the many pre-Christmas bargains that stores are offering.

So what’s a consumer to do? Not only is there confusion about when to shop, it’s gotten to the point where there are so many great sales this time of year that the meaning of Black Friday has been cannibalized. That rush of excitement waiting for the doors to open, and the excuse to be out of the house and away from your relatives, is no longer a given.

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