Up to 138 million Americans plan to shop Black Friday weekend (Friday, Saturday, and Sunday), more than the 134 million people who planned to do so last year, according to a new survey from the National Retail Federation and BIGresearch.

"The rules for Black Friday have changed significantly,” said NRF President and CEO Matthew Shay.

“Instead of waiting until Thanksgiving Day to announce their promotions, many retailers are getting shoppers excited about Black Friday by offering sneak peeks of deals in advance, using social media to create buzz, or teasing upcoming deals on their websites.” 

This year, many retailers are using the Internet to bring shoppers into stores. According to the Shop.org eHoliday survey, more than half of retailers (54.9%) will send a special email to customers about Black Friday deals and nearly four out of 10 (39.2%) will use their Facebook page to reach out to shoppers. Additionally, many retailers will utilize their website’s home page (31.4%) and Twitter (21.6%) to announce and promote Black Friday deals.

Shop.org’s CyberMonday.com, which features promotions and deals from more than 700 retailers, will feature a Deal of the Hour on Black Friday and Cyber Monday. Retailers participating in the Black Friday Deal of the Hour include QVC, Drugstore.com, American Eagle, Kmart, Sears, Sephora and Sierra Trading Post. Offers will include free shipping specials, dollars off, percentages off, and free gifts with purchase.

In addition, CyberMonday.com will be distributing hundreds of dollars in gift cards from major retailers each day through Dec. 25 to its fans on Facebook and followers on Twitter.