NEW YORK - Shoppers in the Big Apple are out in full force taking advantage of Black Friday deals and steals.

Macy's opened its doors just after dinner Thursday night, and won't close until 11 p.m. Friday.

Retailers are hoping for strong sales to push their profits from red "into the black" hence the name "Black Friday."

At Best Buy, bargain hunters lined up hours in advance to get a hold of the latest technology.

One shopper NY1 spoke to came all the way from the Netherlands.

"We come here for Black Friday every single year. Things are more cheaper here than the Netherlands, especially on Black Friday. We don't get deals like this," said the eager shopper.

"This is the most popular thing too right now, the Amazon fire stick. Yeah, I'm ready for this. I got the LG 2.1 surround sound sound bar. And I'm about to get the X-box now," said another shopper.

State attorney general Eric Schneiderman is warning shoppers to be cautious. 

He is urging people to look out for misleading sales and remember to check the return and refund policies.

Meantime, the shopping doesn't stop after Black Friday.

Small Business Saturday encourages shoppers to support the small businesses in their communities.

Shoppers can also take advantage of more deals on Cyber Monday without ever leaving the comfort of their own home.

Analysts predict shoppers will spend upward of $6.6 billion on Monday, up 16 percent from last year.

Retailers like Amazon, Wal-mart and Target are expected to have more online deals this year than ever before.