Christmas Eve is the New Black Friday

It's Black Friday, again. Stores are rolling out deals and expect to be swimming in shoppers on Christmas Eve as stragglers take advantage of a day off work. For retailers, the last-minute rush caps the best year since 2007, and possibly ever.

With Christmas falling on a Saturday this year, Friday is a holiday for most U.S. workers. That lets shoppers hit the stores first thing in the morning.

Some are calling it "Fantastic Friday." While both are heavy shopping days, Christmas Eve draws a different breed of buyer than Black Friday, the day after Thanksgiving and the unofficial start to the holiday shopping season.

"Those who get up and brave the cold on Black Friday are usually looking for hot items, not only to buy gifts but to score something for themselves," said Kathy Grannis, a spokeswoman for the National Retail Federation. "They're planners, and they map out what they want to buy."

Shoppers who come out on Christmas Eve, on the other hand, were either waiting for the biggest discounts or they didn't have the money to spend earlier, she said. Or they just tend to procrastinate.

Many stores are offering deep discounts leading up to Christmas. Express's store at the Manhattan Mall in New York City had a huge yellow sign in its storefront window promoting an "end of the season 50 percent sale" on selected items.

Macy's is offering 30 percent off some bags and jewelry, while the Gap is applying that markdown to everything in the store. At CVS, there are buy-two-get-one free deals on bath-and-body gift sets and discounts on a 7-inch LCD TV and DVD player combo.

Gift cards are proving to be popular again this year. Spending on the plastic vouchers is expected to reach nearly $25 billion this holiday season, 5 percent more than last year, according to the National Retail Federation. Michelle Jose, marketing manager for White Marsh Mall in White Marsh, Md., says that more than half of the mall's gift card sales for the entire year are made in the last three days before Christmas and she expects "strong sales to finish up the holiday."

Happy last-minute shopping!