Euphoric and excited amid the frenzy to secure the best bargains, they poured into New York stores as soon as the doors opened.
Black Friday actually began on Thursday afternoon in America – Thanksgiving Day itself.
As the US retail industry spreads its sales across the holiday period, spending has risen overall.
It has declined over Black Friday weekend itself – but almost 100 million people were still expected to hit the shops.
“I think some of the things are really nice, at least the deals on the TVs, the deals on the TVs are really good. They are less than half,” said Anam, one customer.
“I came here at like 3.30pm, they open at five, so an hour and a half (early),” said George, adding that he was happy with his purchase.
For several years now Britain has embraced Black Friday fever: the indications this time are that many have taken to shopping online rather than heading to stores.
Overall sales are estimated to be 20 percent up on 2014.
“Black Friday is the biggest shopping day globally with the exception of singles day now in China, so it is a very important shopping day and it’s not going away,” said Shannon Edwards, CEO of fashion shopping website Styloko.com.
However Asda, one of the UK’s Black Friday pioneers, pulled out this year citing “shopper fatigue”.
There are other drawbacks too: last year a surge in low-margin sales was followed by a lull in demand as people held back or waited for new bargains.
At least the rise in online shopping has helped make rowdy bargain-hunters, who sometimes came to blows last year, better behaved in the shops.