Black Friday got off to its earliest start ever as the nation's shoppers put down their turkey and headed straight to the malls.

Stores typically open in the wee hours of the morning on the day after Thanksgiving that's named Black Friday because it's traditionally when they turn a profit for the year. In fact, generations of shoppers have made Black Friday rituals of going to bed early after munching on turkey and pumpkin pie so that they can head out to stores early the next day.

But Black Friday openings have crept earlier and earlier over the past few years as stores have experimented with ways to compete with online rivals like Amazon.com that can offer holiday shopping deals at any time and on any day. And this year, crowds gathered across Atlanta as stores such as Target, Wal-Mart, and Toys R Us opened on Thanksgiving evening.

“I’ve just been smiling from ear-to-ear,” said WSB’s Clark Howard, who was in line at an Atlanta Wal-Mart as the doors opened last night. “It’s so much fun, just watching the frenzy.”

Others retailers from Macy's to Best Buy opened their doors at midnight on Black Friday.

“They call me the Black Friday queen,” Shamika Smith told Channel 2 Action News as she was lined up at a K-Mart in Mableton. “I got my TV and I’m going to get my next TV.”

Retailers are hoping that the earlier openings will help boost sales this holiday season. It is unclear how many shoppers took advantage of the earlier openings. But about 17 percent of shoppers said earlier this month that they planned to shop at stores that opened on Thanksgiving, according to an International Council of Shopping Centers-Goldman Sachs survey of 1,000 consumers. Overall, it's estimated that sales on Black Friday will be up 3.8 percent to $11.4 billion this year.

The earlier hours are an effort by stores to make shopping as convenient as possible for Americans, who they fear won't spend freely during the two-month holiday season in November and December because of economic uncertainty.

That's put added pressure on brick-and-mortar stores, which can make up to 40 percent of their annual revenue during the holiday shopping season, to give consumers a compelling reason to leave their homes. That's becoming more difficult: the National Retail Federation, an industry trade group, estimates that overall sales in November and December will rise 4.1 percent this year to $586.1 billion, or about flat with last year's growth. But the online part of that is expected to rise 15 percent to $68.4 billion, according to Forrester Research.

As a result, brick-and-mortar retailers have been trying everything they can to lure consumers into stores. Some stores tested the earlier hours last year, but this year more retailers opened their doors late on Thanksgiving or earlier on Black Friday. In addition to expanding their hours, many also are offering free layaways and shipping, matching the cheaper prices of online rivals and updating their mobile shopping apps with more information.

"Every retailer wants to beat everyone else," said C. Britt Beemer, chairman of America's Research Group, a research firm based in Charleston, S.C. "Shoppers love it."

While some hoppers appreciated the early start to the holiday shopping season, some workers were expected to protest the expanded hours. Wal-Mart, the world's largest retailer, has been one of the biggest targets of protests against holiday hours. Many of Wal-Mart's stores are open 24 hours, but the company offered early bird specials that once were reserved for Black Friday at 8 p.m. on Thanksgiving instead.

The issue is part of a broader campaign against the company's treatment of workers that's being waged by a union-backed group called OUR Walmart, which includes former and current workers. The group is staging demonstrations and walkouts at hundreds of stores on Black Friday.

Mary Pat Tifft, a Wal-Mart employee in Kenosha, Wis., who is a member of OUR Walmart, started an online petition on signon.org that has about 34,000 signatures. "This Thanksgiving, while millions of families plan to spend quality time with their loved ones, Wal-Mart associates have been told we will be stocking shelves and preparing sales starting at 8 p.m.," she wrote on the site.

OUR Walmart said workers walked off their jobs in stores in Dallas, Miami and Kenosha, Wis., on Thursday. But a spokeswoman for the group did not immediately give numbers on how many workers participated.

For their part, retailers say they are giving shoppers what they want. Dave Tovar, a Wal-Mart spokesman, said that the discounter learned from shoppers that they want to start shopping right after Thanksgiving dinner. Then, they want to have time to go to bed before they wake up to head back out to the stores.

Still, Tovar said that Wal-Mart works to accommodate its workers' requests for different working hours. "We spent a lot of time talking to them, trying to figure out when would be the best time for our events," he said.