Shoppers, retailers ready for the early-morning mayhem

After Tracy Carlson spends Thanksgiving at her sister's house, she will tuck her kids into bed in the care of her husband and battle her way to the mall.

To beat traffic heading to the Prime Outlets Pleasant Prairie Midnight Madness sale, Carlson, her mother and girlfriend plan to head out at 10 p.m. The trio will watch a movie in their car while waiting for the shopping game to begin at the mall, just over the Wisconsin border.

"I didn't do this craziness last year, but this year I want to be part of it," said the Mundelein woman, who hopes to make it quick and get to bed by 2 a.m. so she can teach an 8:30 a.m. exercise class Friday morning.

Last year's smashing success of malls opening at midnight after the Thanksgiving leftovers are put away is prompting more retailers and shoppers to participate earlier in the shopping mayhem known as Black Friday.

The day after Thanksgiving is called Black Friday because it's traditionally the first day retailers turn a profit for the year, or get "in the black." Black Friday is one of the biggest shopping days of the year, but there are busier days closer to Christmas.

Stores are opening earlier while more malls participate in the midnight openings in attempts to lure customers.

J.C. Penney and Kohl's open at 4 a.m. Friday.

Gurnee Mills and Prime Outlets Huntley malls are opening at midnight for the first time, joining West Dundee's Spring Hill Mall, Chicago Premium Outlets in Aurora and Prime Outlets Pleasant Prairie, centers that started the trend locally last year.

"It's become a national event. We're open for 22 hours straight," said Michele Rothstein, spokeswoman with the Chelsea Property Group, the outlet mall arm of Simon Property Group operating Chicago Premium Outlets.

Last year, more than half of the 120 stores at Chicago Premium Outlets participated in the midnight opening. This year, more than 90 percent will participate.

In the past, early bird sales brought monstrous traffic back-ups that at one point stretched for 4 miles on the westbound Reagan Memorial Tollway.

The Rockin' Shoppin' Eve event in West Dundee last year attracted about 15,000 shoppers between 1 a.m. and 5 a.m., according to Diana Miller, general manager at Spring Hill Mall.

In addition to malls, many retailers host early bird events to attract shoppers. Aeropostale opens at 4 a.m. at Woodfield Shopping Center while Dick's Sporting Goods at Algonquin Commons opens at 5:30 a.m.

Rothstein suggests shoppers go in with a game plan.

"Know where you want to go and have a shopping list in hand," she said.

Retail experts expect huge crowds at the malls Friday in search of a good deal.

"We'll see lots of people trying to stretch their dollar," said John Melaniphy, a Chicago-based retail consultant. He fears this one-day rush may take away from spending later in the season. With a weakening economy, price is going to drive the consumer this year, Melaniphy said.

Early shopping

Malls opening at midnight Friday

• Chicago Premium Outlets, Aurora

• Gurnee Mills

• Prime Outlets Huntley

• Prime Outlets Pleasant Prairie, Wis.

• Spring Hill Mall, West Dundee