While many stores are trying to lure shoppers with Black Friday deals and doorbusters, a number of other major retailers have decided not to participate in the holiday shopping frenzy.

Tiffany & Co., Dollar Tree Inc. and T.J. Maxx are just three stores that have opted not to promote Black Friday discounts online. Stores owned by TJX, including T.J. Maxx, will also be closed on Thanksgiving.

On the other hand, stores like Walmart, Macy's and Best Buy have plastered shopping deals all over their websites.

Other brands are offering their customers discreet deals on Black Friday. For instance, Apple Inc. is giving out iTunes gift cards to shoppers who buy certain products. A portion of the proceeds will also be donated to the Global Fund to fight AIDS.

"Let's make Friday more than the start of the shopping season," the company states on their website, without mentioning Black Friday.

According to Keith Jelinek, a retail expert at FTI Consulting Inc., premium brands have opted to avoid the promotional blitz in order to preserve their reputations. Meanwhile, lower-end chains are aiming to create the perception that they advertise affordable prices all year long.

"The perception with the consumer is that that's a value I can get every day," said Jelinek, according to Bloomberg News. "They're already drawing that consumer in."

"Our off-price businesses offer tremendous value on great fashions and brands every day, and we therefore do not generally participate in the types of sales events that are common among many traditional retailers," said Doreen Thompson, a spokeswoman for TJX, which owns T.J. Maxx.

Although some retailers are ignoring the Black Friday shopping craze, there are still many more who are milking the day for all it's worth by extending their retail hours and sales. For example, Express announced their pre-Black Friday and Cyber Monday deals for 2014 earlier this month, reports STIXS. From Nov. 16 to Dec. 1, shoppers who spend $50 in stores will receive up to $25 worth of Express Cash that they can use from Cyber Monday up until Dec.12.  In addition, Express is offering $15 dollars off of a $30 purchase, $30 off of a $75 purchase, or $60 off of a $150 purchase in stores when you present a printable coupon or use the online code 2997.