The day after Thanksgiving has become the unofficial start of the holiday shopping season - a time retailers in the red can go back to black.
But was it worth it for stores to open at midnight? Customers say yes.
"We've done this for 30 years. As long as Black Friday has been going we have done it," said Sharon Humphreys and Melinda Modawell.
Angela Martinez started shopping at 3 a.m. for those steals and deals. She had so many bags to carry, her daughter came to help.
"These boots were $40 dollars and I got them for $14," Martinez said.
The South Plains Mall opened well before Martinez walked in. The mall opened at midnight for the first time ever.
"We didn't quite know what to expect but we had a great crowd. There were just thousands of people pouring in waiting at the stores to get the door buster deals," Mall Spokesperson Beth Bridges said.
Retailers say this is the busiest they've ever seen the mall. They expect revenue to almost double from last year.
"Stores have anything from 20 to 30 to 60 percent off, either 'til noon or all day," Bridges said.
When the mall struck midnight, Hat Club Assistant Manager Muhammad Bashiti says it was madness.
"They just kept coming. It was pretty bad, I thought it would never end," Bashiti said.
Employees at Bath and Body Works also had their shifts start at 12 a.m. They decided to have fun with it and wore pajamas to work.
"It takes a lot of caffeine to keep you awake. It's like a sleep over at work. We are trying to have as much fun with our customers as we can," Elyse Montanez and Robyn Huizinga said.
With many hours still on the clock, some really did shop until they dropped. Dozens of people were seen sleeping in chairs, on benches - even in the play area in the mall. Others expect coffee to keep them going.
If you didn't want to brave the crowds on Black Friday, retailers are offering other deals throughout the weekend. And if you prefer to shop from home, Cyber Monday is right around the corner.
For a list of all of the sales at the South Plains Mall click here.
Copyright 2011 KCBD NewsChannel 11