I once made a disparaging comment to a friend about people who rush the doors of their local retailers to snag Black Friday deals.

She told me I was being elitist. I had money to buy nice presents for my family. Many of those waiting in the cold, dark night for the Walmart doors to open didn’t, and Black Friday might be their only shot at getting something nice for their kids and spouses and parents.

She had a point. Maybe that characterization doesn’t apply to everybody caught up in the post-Thanksgiving frenzy, but it was true enough back then to make me shut my mouth about it.

Now they’re messing with Thanksgiving itself, which sucks for the employees forced to work and for the shoppers who are letting themselves be tricked into deals that usually aren’t. “The stuff on sale now will be even cheaper in a few weeks,” wrote New York Post columnist Nicole Gelinas who goes on to write:

There’s nothing wrong with marketing ploys. But there is something wrong with preying on people’s impulses to the extent that they are sacrificing time with their families for one day that shouldn’t be commercialized. Time is the real gift.

Because you know what’s next, right? After-Christmas sales…starting on Christmas morning.