NEW YORK (MainStreet) -- Retailers are pushing early morning Black Friday sales, with Macy's (M - Get Report), Target (TGT - Get Report) and Kohl's (KSS - Get Report) all following Wal-Mart's (WMT - Get Report) lead and announcing midnight sales on Nov. 25.

Experts say consumers shouldn't necessarily buy into the hype.
Midnight holiday sales create a sense of urgency to buy, but there may not be enough deals to justify it.

" Early sales are media events more than anything else," says Steve Schaffer, CEO of "You don't need to get to a store at midnight to find good deals."

In fact, the only thing the early bird may actually be getting a jump on is holiday debt, as the longer hours decrease a consumer's odds of actually scoring the limited number of doorbuster deals retailers use to hook them.

The big retailers have not formally announced if any doorbuster deals will be available starting at midnight, but Black Friday experts are skeptical.

"Stores seem to be just pushing the early envelope to create an urgency, hoping people will buy early before realizing they've spent too much," says Andrea Woroch, consumer savings expert with She says retailers aren't likely to add extra doorbusters just because they are opening up earlier.

"There are lots of big sales out there, but it doesn't seem there are more of them than in the past," Woroch says.

"I don't think it will be a huge factor on the number of deals," echoes Brad Wilson of

All experts suggest consumers increase the odds of scoring the lowest prices by researching beforehand. Schaffer says consumers may even want to consider sticking to online shopping because it enables them to compare prices rather than succumbing to impulse buys in person.

"Consumers get much more empowered by weeks of research, especially compared to the old model of just rifling through the morning paper and making quick decisions," Wilson says.

What else can you do to increase your chances of getting the best prices Nov. 25? Find out in this roundup, "7 Black Friday Shopping Strategies."

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