Brown Thursday enthusiasts were also out in large numbers around Kearney.
Shoppers stuffed with turkey and dressing lined the Hill Top Mall in Kearney Thanksgiving evening for what many are calling Brown Thursday.
Stores with slashed prices brought hefty crowds for 8 am openings, a change from previous early morning Black Friday hours.
"It's a tradition for us, this year we went all out and made our sweat shirts. There are five of us. The other girls are in line at other stores so they can get the bargains there," said shopper Nikki Peterson.
Bargains like fifty percent off the entire store, buy one get ones and sixty percent of shoes.
But not all of the store hoping is for Christmas shopping. For some like Cassidy Starostka, it's about finding good deals for themselves.
"I've been shopping for clothes mostly, and old navy has fifty percent off so that's just really nice. But I'm looking for some pyrex containers; they're like ten bucks or something," said Starostka.
Whether it's shopping for themselves, others, or both; it's an event that not only patrons prepare for, but store employees as well.
"We did have to increase our staff a little bit in order to have enough people to take care of it. But the people that we have on staff are fantastic so they've been able to extend shifts a little bit and they're all excited to be here," said Old Navy manager Jaci Pohl.
And while some may say Thanksgiving Day is too soon to start holiday shopping, others find it to be less stressful than waiting in line all night.
"I've talked to some kids that are having their first black Friday experience because it's a little earlier. It's not the middle of the night. So that's pretty fun. We just wanted it to be a great experience for people," Pohl said.
And while bargain hunting was at the front of many shoppers minds this brown Thursday evening, for Nikki Peterson and her sister the real meaning of the day was most important.
"We're sisters so I'm thankful to have family and friends with me and that we've had good weather."