"Over the years we hear all the time that Black Friday is dead, I think that forces retailers to make themselves more relevant and more unique," Jespersen said.
To do this, Jespersen said retailers have tried to offer a handful of products for a great price, but in stores only. But online deals still crop up ahead of time.
"Over the past few years, most products for Black Friday are moving online. Now it's kind of this blended experience," Jespersen said when it comes to braving the crowds early Friday morning. "In general, there's not much of a reason [to go in store.]"
However, for some shoppers, Black Friday may be the best time to get those holiday items on their list if it requires going into stores.
"Some of these hallmark items are the best ones to target," Jespersen said, noting that electronics, home appliances, and stocking stuffers are always worth a look.
Because these big ticket items are still the draw to Black Friday, retailers have continued offering them ahead of Black Friday and Cyber Monday, in some cases starting sales closer to the beginning of November.
"I think retailers are trying to keep Black Friday what it used to be, while also giving people what they want," Jespersen said. "There are lots of other things as well. You might find savings you didn't necessarily think you would on Black Friday."
Jespersen added if shoppers are a little less decided, Cyber Monday is perhaps a better option. But when it comes to specific deals, Black Friday continues to be that must-shop day.