CHICAGO (WLS) -- Black Friday isn't just a one-day event, it's a full shopping season with big retailers offering big discounts and small neighborhood boutiques offering their own unique incentives.

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At the Target on Elston in Logan Square, holiday shopping is not just about deep discounts, it's also about the experience.

"The team is ready to bring joy to our guests on Black Friday," Target Store Director Lauren Wasily said.

Black Friday sales started Sunday with slashed prices on toys, clothes and other items.

Chris Soto says she's feeling the pinch of inflation and plans to cut back on the toys and buy her great grandkids more of what they need.

"My shopping habits have changed a lot," Soto said. "I watch what I buy at the

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