Stores across Wichita Falls are out in full force, kicking off the biggest shopping day of the holiday season.
Retailers have proposed all sorts of bargains to attract customers.
Most stores have expanded business hours, offered deep discounts and online deals.
Academy says it's prepared for the biggest sales day of the year.
"We cater to a lot of different people in here. We have a well rounded store. It's a one stop shop for most people."