The term Black Friday is outdated.

According to a University of Akron marketing professor, the day that was traditionally a must-shop blitz through malls, big box and other retailers has evolved. It's still big but other forces are competing to make Black Friday less significant.

Dr. Deborah Owens says so many of the Black Friday deals are actually available days or weeks ahead or after the famed day set aside for shopping extravaganzas. Between those deals and the ever-increasing practice of online shopping, some people really don't need to wait to venture out, regardless of what's open on Thanksgiving.

"About 30% of consumers are now shopping beginning in September and by the beginning of November, 67% have already started their Christmas shopping," said Owens.

Owens agrees that the onslaught of ads seems to have arrived earlier and in greater frequency than usual. There's a reason for it, says the marketing professor: marketing.

"They realize you may have thrown it away today but we're going to send you another one two days from now, maybe the same one, and you might be at a point where you're willing to receive it," said Owens. "Marketers understand people's really busy lives, they try to communicate with you however they can."

Does all of this mean that Owens thinks Black Friday is a waste of time?  Hardly. She's just saying that it all depends on the gratification that each shopper is trying to achieve. Maybe the bargains aren't any different than they'll be the next week but if a person wants to shop all night for the experience, then it's worthwhile. Of course, there are some bargains that you will not find outside of shopping at certain places at certain times.

Speaking of shopping experiences, Owens says gifts that offer an experience rather than an object (think winery rather than jacket) are usually better gifts because people enjoy the anticipation of the activity and they like to share it through social media.