JACKSONVILLE, Fla. -- Local retailers are reporting bigger bottom lines this Black Friday thanks to longer store hours that attracted bigger crowds than expected.
St. Johns Town Center stores were open a total of 22 hours while stores at The Avenues Mall were open for a whopping 27 hours straight.
Many bargain hunters like Tashanda Brown-Cannon got a jumpstart on this year's holiday shopping frenzy.
"Our day technically began last night at 8 p.m.," said Brown-Cannon.
For Brown-Cannon, it was little less frantic, less pushing and shoving and a lot more time to snag the biggest deals.
"It's kind of a gradual release shopping, so it's convenient for the majority of the shoppers," said Brown-Cannon.
Brown-Cannon is exactly the kind of shopper retailers like Original Piece at the St. Johns Town Center hoped to attract by extending their hours.
Store manager Nina Oakley said it was worth the extra work.
"Our turnout has at least tripled, so we're very excited and happy with the numbers," said Oakley.
According to a spokesperson for the St. Johns Town Center, stores have reported more traffic than expected, especially during the midnight hour.
Oakley said with so many options for modern-day shoppers, opening at midnight or as early as Thanksgiving night is a trend that's likely here to stay.
"Brick and mortar retailers are competing with the online retailers, so we have to be open in order to compete," said Oakley.
The St. Johns Town Center is still waiting to get a final tally on Black Friday revenue from each retailer. Oakley said she's planning on opening at midnight if not earlier for years to come.