"It is the earlier hours actually are very helpful. There's a lot less people here early in the morning," said Amanda Mendez from Fresno.
Store hours are longer but so are some of the lines to get the best deals. Fashion Fair is open from 8 a.m. in the morning until 11 p.m.
"This is the big push for holiday sales and traffic and so they are staffing up, we had a lot of early morning deliveries this morning. We had a lot of people staying late last night," said Kelly Tallant, Fashion Fair Mall Marketing Manager.
Sierra Vista Mall in Clovis will open early at 8 a.m. and stay open until 10 p.m. And Kohl's will remain open for over 100 straight hours until 6 p.m. Christmas eve.
But sometimes even a crush of reduced clearance items won't seal the deal.
"You know what; at this point I don't really care about the deals. I just want to get my shopping done and go," Mendez said.