The National Retail Federation says 138 million people will shop this Black Friday weekend.
As the economy continues to recover many shoppers will be looking to get the most for their money.
Good Question: Will it be a hit or miss for retailers this holiday shopping season?
Many shoppers have already made their list, checked it twice and now want to get a good price for what's on it.
As for retailers they're hoping to cash in.
"We are seeing a lot of people come in wanting to get the hot toys right now," said Carolyn Carin, the store director at Toys R Us.
Here at Toys R Us in Lexington, store managers say the holiday rush started early.
"Actually we have early store shopping because traffic is so busy on Nicholasville Road, so you have early shoppers that come in September, October and November," said Crain.
The busy aisles at Toys R Us may be a sign of what's to come for some retailers.
The National Retail Federation says holiday sales are expected to increase two percent.
That would be welcome news considering holiday sales have been on a downward spiral the last five years.
Experts call sales in 2008 disastrous, while 2009 jumped to only ho hum status.
In hopes of attracting shoppers on tight budgets, stores aren't waiting until late December to big discounts, sales are on now.
"I know for our store in general we're having a lot more coupons than we normally have trying to boost the economy and things like that," said Jen Peyton a mall employee.
87% of shoppers this holiday say the won't buy a gift unless its on sale.
Retail strategists say just like last season stores are keeping a limited number of items in stock, so buy when you find it.
"We do believe that customers that wait until last minute may be disappointed because some of the key items they're looking for may be sold out," said John Long a Retail Strategist.
The National Retail Federation says that on-line holiday shoppers are expected to spend 25 percent more than other shoppers this season.