rejuvination station. >> promising to rejuvenate your wallet, too, for many the black friday it sales have begun. and sears black friday now and old navy are beginning on thursday, on top of low prices prompting consumers, something making a difference is the night factor. >> they're looking at customer service to say how can we drive customer service in our stores so when you come in our store you have a great experience. >> and retailers have hoping those shoppers are in a spending mood this season and pulling out the stops. it's not all about santa, it's getting the shoppers in the stores and spending more time and hopefully more money. >> the national retail federation expects some retailers to far exceed the projected increase. if so, adds up to 447 billion dollars in sales for holiday season. in new york, heather childers, fox news. >> coming up in just a little bit. why the holiday shopping season could actually help or hurt your bottom line.