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There was no pushing or shoving — even near the bin of discounted Olaf Jumbo Plush dolls — at the Sugar House Toys R Us after the stored opened on Thanksgiving.

Instead, when an employee wearing a blue T-shirt unlocked the doors at 4:50 p.m. (10 minutes ahead of schedule), the 75 or so shoppers walked in an orderly single file, heads down, coupons and lists in hand, purposely striding toward the aisles where their desired items awaited.

They clearly were on a mission at the east Salt Lake City store, with no thought of potential competitors.

Many already had gobbled down their turkey and trimmings and were eager to gobble up holiday bargains — well before the "Friday" in Black Friday tolled.

Salt Lake City resident Amber Stephens was first in line, having arrived at 3:30 p.m. She was after a Mack truck for a friend and, within minutes of entering the store, emerged victorious, gripping the sought-after toy.

For Stephens, who ate her traditional meal at 1 p.m., Black Friday shopping has been a long-standing family tradition. Before this year, though, it had begun a little later — at, say, midnight or 5 a.m. Friday.

She liked that better, Stephens acknowledged, because the deal seekers were more, well, determined.

Sugar House residents Mike Muir and Karen Muir, the second couple in line, were there to find deals for their daughter — who was at another store — to give to their grandchildren.

"I am worried that they'll keep moving up the times," Mike Muir said, "and we'll miss Thanksgiving altogether."

After entering, the eager grandparents quickly spotted the Spider-Man Web Racing Funhouse that was on their list.

"We scored," Karen Muir said with delight.

A few years ago, the Muirs' son had to work on Thanksgiving at Little America. They tried to coax him to give it up and eat with them, but he made too much money on that day to forgo it.

So they joined him for a turkey dinner at the hotel restaurant. It's their new tradition.

The toy store scheduled 27 employees — with the slogan "C'mon let's play" on their backs — to work Thanksgiving, and there was "no grumbling," said manager Tyler London.

When asked if he felt bad asking them to work the holiday, London said, "I can't answer that."

Emily Blycker, one of the cashiers, said she, in fact, loves to work on Black Friday — or Thursday in this case.

"This is my favorite day," Blycker said. "On other days, the shoppers are grumpy and demanding. Today, they're really nice and excited."

Brittanie Goff drove down from Heber City to check out the promised savings at the Salt Lake City store.

The young mother came away with a cart piled high with a play kitchen and several buckets of figurines — buy one, get one free — for her 14-month-old and 4-year-old children.

Becky Kubinak, of Salt Lake City, also snagged some big deals for her four boys, who were at home watching football with their father.

"We don't have any family here," said Kubinak, who hails from Philadelphia, "so we can eat as early as we want."

She relished the chance to get an early start on Christmas gift-buying, she said, "and now I get to sleep in tomorrow morning" instead of rising at dawn.

It is unlikely that stores will roll back such early openings anytime soon, said Ben Herrera, who has worked at Toys R Us for seven years.

"As long as consumers want it," Herrera said, "we'll continue to do it."

As Black Friday changes, he said, life changes.