Best Buy will open its doors at midnight on Black Friday to satiate the demands of eager shoppers.

Black Friday, the day after Thanksgiving, is the official mark to America’s Christmas shopping season. Many stores offer promotional sales to lure customers and jump start holiday revenue.

Best Buy CEO Brian Dunn expressed reluctance at opening the store before daylight hours, telling those who attended a business conference Friday that the original plan was to open at 3 a.m.

“But after several (rival) retailers moved to a midnight opening […] we made a decision at Best Buy that we need to be where our customers are,” said Dunn.

Although this benefits shoppers hungry to tap into discounted prices from the nation’s largest retailer of consumer electronics, the decision did not fare well with Best Buy employees.

"I feel terrible because it impacts. It'll change some Thanksgiving plans for some of our employees,” Dunn lamented.

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Along with Target, this is the earliest Best Buy has opened for Black Friday.

“At Best Buy, we’re focused on creating an unparalleled shopping experience for our customers,” said Best Buy’s Executive Vice President and Chief Marketing Officer Barry Judge in a statement Friday.

“Black Friday is just the beginning,” he added.

The $99 HP Touchpad sale is predicted to be a hit at Best Buy’s Black Friday sale.

Other exciting bargains include the Microsoft Xbox 360 250 GB Console Holiday Bundle together with a $50 Best Buy gift card for just $299.99, and the Western Digital My Book Essential 3TB USB 3.0 External Hard Drive for $129.99.

The company has also offered free shipping with no minimum price limit on online orders from now until Dec. 27.