JACKSONVILLE, Fla. -- Black Friday is a big day for retailers and for some shoppers it is the best day to find the best deals of the year.
But failing to read the ads carefully can turn a shoppers expectation into disappointment.
November 22, the Friday before Black Friday 2013, shoppers were drawn to area Walmart stores by a promise to beat its competitor's Black Friday deals a week early.
Nicole Starling was at the Normandy Walmart store before 8 a.m.
"There were probably 10-to-15 of us standing around waiting for the manager," said Starling.
They went to the store, driven by Walmart's promotion which simply said Walmart would, "match select Black Friday offers from Target, Toys R Us and Best Buy one week early."
"It was suppose to be their pre Black Friday big sale," said Starling.
Starling and the others were disappointed when they couldn't get the store to match the prices on certain things.