The day after Christmas is now looking a lot like the day after Thanksgiving.

Shoppers are flooding stores for the biggest gift return and exchange day of the year.

Retailers are calling today the sequel to Black Friday.

CD's, DVD's and TV's are all up to half off at Best Buy, and at Target:

"Today the big promotion is all seasonal merchandise is 50 percent off as well as a lot of toys are on clearance," said Target Executive Team Lead H.R., Carlye Carlson.

Both Target and best buy opened early to try to attract customers Friday, and Target even had about 30 people waiting for the doors to open Friday morning.

"It's kind of unusual for the day after Christmas to be like this," said Dr. Praveen Aggarwal, a Marketing Professor at U.M.D.

He says there are several factors making up Black Friday two including the current economic times, the weather, a shorter shopping season and gift cards.

"At this point it is not about getting any increases over last year it's more about recovering whatever the difference is from last year," said Aggarwal.

That difference could be the biggest in years- with retailers facing up to a four- percent decline in holiday sales.

"It's better to get rid of the inventory right now, but in the process if they offer these discounts, there is a long- term risk because people then learn to expect these discounts," said Aggarwal.

Some analysts say the greatest sales are yet to come, but Dr. Aggarwal isn't so sure.

"You reach a point where you don't really have anything else on the table to discount, so you already are seeing probably the maximum that retailers can do because everybody's trying to jack up their December numbers," said Aggarwal.

If price cuts continue, he says bankruptcies are inevitable.

Some reports show luxury brand sales have dropped more than 30- percent this year, forcing those retailers to offer mark downs... something shoppers rarely get to see