Contrary to the likes of traditionalists, the "Black Friday" shopping frenzy is as much a part of the Thanksgiving holiday in the United States as turkey and pumpkin pie.
And it's only Thursday.
And it's only Thursday.
Americans will spend tens of billions of dollars over the four-day holiday and there was certainly no messing about at Leesburg Corner, a Virginia outlet center only a short drive from the US capital Washington.
Henri Brown, 17, and brother Will, 15, were among the first through the doors on a chilly winter's evening.
Henri forked over $130 in the first hour and proclaimed himself happy with his early purchases: two jackets -- a dark blue one he was already wearing -- sunglasses and trousers.
"Most places have 50 percent or more off, it's pretty good. I come here most years to get clothes for the winter, but it's not as crazy busy as previous years," he said.
- 'Maybe all night' -
The four-day Thanksgiving weekend is the kickoff to the US holiday shopping season, and Black Friday has long been considered the critical day that turns retailers' books from red to black.
But there has been criticism of those retailers that throw their doors open on Thanksgiving instead of actually waiting for Black Friday.
Don't the store workers deserve a day off to spend with their families too?
"They don't have to work. I guess they do it for the money. They are not being forced here," said Henri. "And they might enjoy the rush of people."
Vera Luo, a 19-year-old from China studying in Washington, came armed with a suitcase she was ready to fill to bursting with new acquisitions that she said would be more expensive in China.
She and two friends paid $60 for a taxi from the US capital and they were in it for the long haul.
"I have no idea where my friends are or when I will find them," said the economics student, clasping a directory of the more than 100 stores in the complex.
"So far I have only bought lens solution, but I have a budget of $500 and I want to buy a bag from Coach.
"I don't know how long we will be here. Maybe all night."
- Tactical approach -
Mamadous Niass, 48, a cyber-security engineer originally from Senegal, declared himself something of an old hand in the art of the post-Thanksgiving splurge.
"It's not the cheapest time in the year. After Christmas is cheaper, but I came today because there are more options -- nothing is left after Christmas," he said sagely.
He too was through the doors early but was taking a more tactical approach, refusing to jump right into the spending bonanza.
"I am well-prepared and have a list of four brands I want -- Columbia, Tommy Hilfiger, Calvin Klein and Ralph Lauren -- and I will get," he said firmly.
Jeanette, a local who gave her age as "104," was another refusing to get carried away by the discounts of more than 50 percent.
She had scouted a Michael Kors purse online before moving in for the kill for just over $100.
"I did not want to pay the high price before but it was on a pretty big discount," she said, rubbing her cheeks to stave off the cold.
Taking a breather on a bench while her daughter and granddaughter did the running about, Jeanette too said it had been noticeably busier in previous years.
"A few years ago it was not like this, but prices have gone up in the last few years," she said, adding with a grin: "But I am not done quite yet."
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