MILWAUKEE (CBS 58) -- Black Friday is just around the corner and for many families, waking up at the crack of dawn and waiting in long lines has become a holiday tradition. 

A whopping 130 million Americans shopped the deals last year, but experts say "Black Friday" isn't what it used to be. 

CBS 58 spoke with a retail instructor at MATC who says the sales are better around Christmas. 

"I don't think Black Friday...it will always have the hoopla around it, but it doesn't mean as much to the consumer," says Gretchen Davidson. "I think consumers are a lot smarter these days, and they realize the sales are going to continue until the Christmas holiday and as you get closer to Christmas, the discounts get even greater."

Davidson says this season, more people are expected to shop online rather than in brick-and-mortar stores.