The department store JCPenney took a different Black Friday tactic than most retailers.
It's Black Friday frenzy didn't start until 6:00 a.m., and this year they've done away with doorbusters.
That means the deals for shoppers are the same all day.
Black Friday is a big money maker, and associates say the changes have led to better sales.
JCPenney Store Leader Theresa McGavran says, "Last year, it was all over with the doorbusters -- the biggest part -- by 1:00 p.m. We can already feel it's going to be busier all day."
Despite the scufffles reported at other stores, the JCPenney at Shackleford Crossing reports its day has been battle-free.