rick: it might be in the middle of the afternoon on the east coast, shoppers have been up since dawn chasing the bargains. joining us now is grant cardelan a sales and personal finance expert, author of "if you're not first your last sales strategy to dominate your market and beat your competition" good to see you. thanks for coming in. what do you make of the folks out at the crack of down, 3:00 in the morning holding spaces to try to be be the first. what is the mindset of people. >> well rick the mindset is exactly what a retailer depends on, that the consumer is driven by price. they are out looking for the best deal when in fact that is not the way to get a best deal. the best deal, this is what retailers plan on. they are like okay we are going to put a best price out there to drive traffic, the consumer