Gone are the days when auto dealers looked on enviously as people flocked to shopping malls the day after Thanksgiving while their showrooms were relatively quiet.
"I used to stare out the window and absolutely hate Black Friday" said Regalado. "Now, I can't wait for it. We'll probably do $1 million in sales."
Black Friday deals flourish
If you've watched TV in the last week, you've seen a flurry of ads from automakers trying to lure you in to buying a new car or truck.
Jeep is running the "Black Friday Sales Event"
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So are Kia and Fiat
Ford's "Dream Big" black Friday promotion includes an offer to an Amazon.com gift card worth up to $1,000.
GMC is offering $9,655 cash back on select Sierra pickups.
What sparked the rush of promotions?
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"Last year, the sales on Black Friday were so much better than anyone was expecting, it's made almost every automaker realize they need to be in the game this year," said Jessica Caldwell with Edmunds.com.
And for good reason.
Edmunds.com estimates Black Friday weekend sales should be roughly 80 percent greater than the average sales for the three other weekends in November.
"Black Friday is quickly becoming one of those extended weekend holidays like Memorial Day and Labor Day where Americans are going car shopping," said Alec Guttierez of Kelley Blue Book.