Shoppers were out early this morning for Black Friday deals.
The bargains are here, and so is the bedlam.
One in four Americans are shopping today, with high stakes and low prices.
"Black Friday is the beginning of the season, it's a huge day across the country, and for many retailers they are the best deals that consumers are going to get," says Deloitte's Mary Delk.
Some of those deals are starting earlier than ever.
Many big chains opened at midnight.
The sales aren't just in stores.
A third of Americans will buy online this season, and smart phones are the new buying battleground.
Some companies, like Amazon and Walgreens, have special mobile-only deals, targeting shoppers on their phones even as they wait in checkout lines.
Yet some say holiday shopping has simply gone too far, and Black Friday has some buyers in a dark mood.
Many retail employees aren't too happy either.
Anthony Hardwick works part time at a Nebraska Target store, and got nearly 200,000 signatures on a petition to keep stores closed Thanksgiving Day.
Target this week responded.
"Our guests have expressed that they prefer to kickoff their holiday shopping experience right after the holiday celebrations rather than getting up in the middle of the night," said spokesperson Anahita Cameron.