At first , ~~ around early 2000 ' s ~~ it was a way of secretly rewarding those who religiously follow store ads and flyers with the availability of an expensive item for a big discount . As word got around , everyone started jumping on the bandwagon for the best sales of the year and started lining up for a chance at getting this item most typically a TV . Eventually all stores located in malls would open abnormally early to take advantage of potential customers walking around . These days the name of the game is to get customers in the store , and place the word SALE on their items while marking up the original prices . To put into perspective , think of it like this . Apple doesn ' t participate because their customers have no problem getting their products at or near retail price . Originally , the day after Thanksgiving is suppose the mark the first day to buy Christmas gifts for other people .