Black Friday shoppers are still there, passionate and fun-loving as ever.
But there just aren't as many of them eager to get out of bed after a day of stuffing themselves with turkey and pumpkin pie, especially when it all can be done with a few key strokes.
While there were long lines of bundled up shoppers at Mall of America in Bloomington when those doors opened at 7:00 a.m., a few miles away at Southdale Center in Edina, the world's first indoor mall, shopping started an hour earlier, and security was not needed for crowd control.
No countdown to the grand opening, no rush to squeeze through the doorway to beat the other guy to that expensive gift that had its price slashed.
There were about five or six people at the Macy's entrance that wandered to the door about ten minutes before opening.
A few others waited comfy and warm inside their cars, the engine still running, the heat turned way up, coffee cups in hand for that early shoppers' jolt.
"For me, it's always been kind of a tradition," said Zachary Van Pelt. "Try and get some Christmas shopping done for the family, and then I try to get some presents on behalf of others who can't make it."
Others were looking to start a new tradition, or a tradition for the moment.
"I think we did it because it's just a fun, dumb teenaged thing to do," said Suzanna Smith. "It's part of the teenaged experience to do dumb stuff like this, sleeping for four hours and then heading to the mall at 6 a.m."
Suzanna dragged along her friend Pon Chambers, who is making the best of being a first-time early riser.
"I don't think I can recall when I woke up this early," he said, brushing the long black hair from his sleep-deprived eyes. "Definately going to help waking up for school, like, next week."
Mall workers everywhere were inside their stores early, and for those who've done this before, would be no place else the day after Thanksgiving.
"It's a little crazy, but it's also fun, and exciting, it's our Super Bowl," said Lauren Flaa, working her 10th Black Friday at Southdale. "People just come out later, I liked the old way, it was fun to have a line outside."