Are worms worth it?

I know someone who has made a point of arriving at Kmart at 6 AM the day after Thanksgiving for the Early Bird Black Friday specials. As I have pointed out to him, though, the toys, etc., stay on sale for weeks following. For example, the kitchen set toy he lugged home in the dawn's early light was still around for pretty much the same price after that day. Nevertheless, people allow themselves to whipped into a frenzy of shopping. I just received an email from Kohl's informing me that the store will open at 4 AM. That's right, you can get up at 3 in the morning to be among the first at the store. But why should you, when the early bird specials are available until 1 PM? I suppose that they would like to make it seem that the best bargains will be snatched right away. But, in fact, the store has been promoting holiday shopping for the past several weeks already with the holiday decorations on display and the music of the season piping into shoppers' ears.