While retailers will have to crunch the numbers to see how much Thanksgiving openings affected business on Black Friday, from the sight test, it looked significant. Black Friday used to be a battle of wills, a grudge match against all of humanity.
Not so anymore.
"It's been, fairly easy, the crowd's not too bad" said Tracey Matsui, out looking for “great deals on stuff we don't need" at Ward Sports Authority.
When Costco Hawaii Kai opened, the line of people waiting to get in stretched all the way around the parking lot. However, by mid-day, it was business as usual.
"I'm just enjoying the day, having fun, taking it easy" said shopper Nataliya Onishchenko.
At the Kahala Mall, foot traffic was moderate, but not overwhelming.
"It doesn't seem that bad. I'm hoping the Gray Thursday took some of the pressure off the mall this morning" said Ellen Machino.
There was a time when shopping on Black Friday was as unenviable as a trip to the dentist. However, what we saw was so tame, that we encountered one person who actually did just that.
"The dentist actually had a 15% off on all services today” said Lori Yamada. “Turned out to be a total extraction, so that's how I spent my Black Friday, totally black".
Now that's the type of Black Friday experience we're used to.