"The response last year was so overwhelming from our customers," said Mark Haley, Old Navy. "We really found that they told us that they wanted an alternative. There aren't a lot of retailers open on thanksgiving so this gives them something to do after they're done with their Thanksgiving and football and come out and spend time with their family.
Other stores were doing the same thing on Thanksgiving like K-mart. People lined up in front of the Burbank K-mart in the pre-dawn hours of Thanksgiving morning trying to scope out the best deals.
Like most big retailers, the big day is still tomorrow and the early morning wakeup call begins as early as 12:01 a.m.