An estimated 137.4 million people plan to shop this Thanksgiving weekend according to the National Retail Federation.
A quarter of the customers surveyed will do most of their bargain hunting on Black Friday, the biggest shopping day of the year.
In Sun Prairie, hundreds waited in line for Cabela's, a store that was closed on Thanksgiving, to open its doors at 5 a.m.
Connor Kalinowski was fourth in line. He had waited since 7:30 p.m. on Thanksgiving night.
“This is my first year doing it by myself,” Kalinowski said.
Christina Metzler is no rookie at snagging the best deals. She's shopped on Black Friday for 26 years straight.
"I have learned to stay focused, stick with my list, and stick with my budget, and just have a good time," Metzler said.
She doesn’t get the shopping done alone. Her daughter Lauren Metzler was introduced to the family tradition before she could even talk.
“I was born on Black Friday and she even was a trooper and went down to the gift stand at the hospital and got me my first teddy bear,” Lauren Metzler said.
The Metzlers said shopping is fun, but spending time with each other is more enjoyable.
The Dane County Sheriff’s Office is reminding people to stay safe in parking lots after partaking in retail fun.
"Be aware of your surroundings as you walk out of the store. This isn't the time to be on your phone and texting what you just bought," Detective Tim Blanke said.
Shoppers are also advised to park in well-lit spaces and to place shopping bags in the trunk. Bags can be placed in the back seat if the vehicle has tinted windows.