On the ultimate day of the deal it's often one for you, two for me and shoppers blame the irresistible prices.
"With all the sales going on you can't help but get things for yourself," one shopper said.
It's been dubbed the first official day of holiday shopping, but the new twist is that it began Thursday at many stores, which may be why some shoppers said shopping malls have been "manageably crowded."
"It's crowded but manageable," said shopper Katie Weissler. "It's a good time, good family time."
Plenty of people admitted there's still lots of time to find the right present for everyone, but what really brings them out on Black Friday is the the spectator sport of watching dedicated shoppers scramble to get the advertised low price.
Some retailers are already thinking beyond the holidays and are showcasing gifts you might want later.
With all the talk of shopping and money, for some some the day is about the magic of the holidays.
"We are shopping and having fun getting to see Santa Claus, how cool," said one shopper.