JACKSONVILLE, Fla. -- Shoppers on the First Coast are soaking up every possible second to finish their Christmas shopping.
Several people were coming and going from the Babies 'R Us and Toys 'R Us early Christmas Eve morning.
Crowds started slow, but began growing as the sun began to rise.
These two retailers in particular are taking part in what industry insiders are calling a last-minute shopping marathon.
This year, there's one less weekend between Thanksgiving and Christmas for shoppers.
RELATED: Tips to keep your gifts safe from holiday thieves
So, to make up for lost time, several big box stores opened on Saturday morning and planned on remaining open through Tuesday evening.
In all, it's expected the stores will be open for roughly 100 straight hours.
Jacksonville shoppers like Erica Larson told First Coast News she appreciated the extended hours.
RELATED: Last-minute shopping smooth at St. Johns Town Center
She said they allowed her to avoid large crowds and grab last minute gifts.
"Just things get busy, and I seem to be adding things that were not on there before. Just packing more on," she said.
Larson got started around 1:30 a.m. Tuesday and still had two or three more stores to visit when she talked with FCN.
Analysts predict 90 percent of Christmas shoppers will have at least one item to buy on Christmas Eve.
Kohl's and Macy's are also participating in the extended hours.
RELATED: Holiday stress can intensify domestic issues
First Coast News