Black Friday moved up this year?

I was a bit incredulous when I read Michael Shedlock's An Early Thanksgiving, Black Friday Begins last week; I did not think that there would be so many companies so desperate for sales that they'd start the holiday shopping season early, even though we are in a recession. But I just saw a Kohl's commercial featuring Jingle Bells in the background and trumpeting their cash-back program. If sales are really poor this year, what will the consequences be?