Black Friday is just days away and Americans are demanding big discounts, according to big store chains like Wal-Mart and Kohl’s.

According to the big chains, Americans are seeking out deals that could eclipse some of the best discounts seen during last year’s Black Friday scramble. Retailers are seeking to lure shoppers with steep discounts for big items, including flat screen televisions and other tech gadgets.

This year’s Black Friday deals will follow in the wake of the recession that began in late 2007. Stores have had to offer financially-strapped Americans ever bigger price cuts just to get them into stores, however, those cuts have largely cut into retailer profits over the years.

That said, with attention to Black Friday deals again drawing attention from the internet, some have begun to challenge whether retailers are pushing steep discounts, or simply the latest attempt to gain an advantage in the ad wars.

According to a number of consumer sites, the weekend is crowded with misleading promotions, including deceptive discounts off misstated “original” prices and deals that could have been had a year earlier. Upwards of 90 percent of Black Friday ads this year feature items being sold at exactly the same price as they were last Black Friday.

Concerns over Black Friday deal could further push sales to Cyber Monday, the Monday following the weekend in which many consumer websites, including Amazon, see the highest volume of sales.

Regardless, one thing is for certain: this year people will get earlier access to special deals. Target is opening earlier than ever at 8 p.m. Thanksgiving, with Macy’s and Kohl’s following suit. K-Mart is opening even earlier at six o’clock Thanksgiving morning. Best Buy and Walmart open at six that night.