STATELINE (WIFR) -- As many of us gather with our families this Christmas Eve, area stores are still filled with shoppers trying to check off the last items on their lists.
The Target in Rockford was swarming with customers trying to take advantage of the last day of holiday deals.
Employees at Target say this type of chaos is normal for Christmas Eve. Many people are there to pick up last minute gifts, but some are there to stock up on party supplies for their holiday celebrations. Employees say many customers wait until the last minute because they know there will be big discounts the day before Christmas.
"I think people's schedules just get busy, or you know, you see other people shopping and you think you know, I got to get out there and get a couple more things. Plus, really at this time of year they're running, we're running a lot of sales right up ‘til Christmas. So I think people know they can get those really good deals,” said Target Supervisor, Ashlie Myers.
Many retailers count on the holiday season for up to 40 percent of their yearly sales. A consumer behavior analyst predicts a holiday sales growth of two and a half percent over last year.
Target expects to see a steady flow of shoppers until they close at 9:00 tonight. CherryVale Mall is open until 6:00 p.m., and Toys R- Us is open until 10:00 p.m.