The King of Prussia Mall was packed with the brave and weary looking for a bargain.
"My feet hurt. I don't want to come, I want to be on my grandmom's couch eating stuffing but they forced me out to come here," said Bobby Dailey.
There were deep discounts to be had - 25, 30, even 70 percent off.
"I do feel like I'm getting my money's worth but credit card is hurting a little bit," said Dave White.
Finding a parking space hasn't been easy, some shoppers have waited upwards of 30 minutes.
The doors opened at 8:00 p.m. Thursday night and they've been open since.
"A lot of people have been here since last night so they are the marathon shoppers and they've come into Tiffany's and it's been joyful and wonderful working with everyone today," said Carrie Coleman, Tiffany's.
As the day wound to an end, the Best Buy around the corner was relatively calm.
There were no long lines but still plenty of deals but some of the more popular gaming systems are tough to come by.
"We found a couple of items but still looking for the PS4, gone everyplace and may have to get online," said Norm Miller.
Over at the Cherry Hill Mall, Black Friday shopping also began on Thanksgiving Thursday.
More than 40 stores there, opened up at 8:00 p.m. and 60 more opened at midnight. It's a shopping experience some have come to enjoy.
"I think it's part of the tradition and the hype. Me and my mom have always done it. There's something a little fun and a little crazy about being up all night," said Elizabeth Unterbrink.
"I could sit at home and buy anything online whenever I want probably for a cheaper price. When you're here walking around and goofing off with your family, it just makes it more," said Jessica Malatesta.
As the overnight hours ticked on, some kept up their pace - eager to cross each gift off their to-do list in just one marathon trip.
Black Friday falls a little late on the calendar, meaning there are six fewer shopping days than last year. Still many retailers are optimistic for this season's sales.
"Some tumultuous things happened in the economy and the country this year and I think the general belief is that there is a lot of pent up demand inside consumers," said Bob Wahlquist, general manager of Cherry Hill Mall.
Sure there can be lines and crowds when it comes to finding discounts but many say they focus on the time they spend with friends and family.
"You spend time with each other and you bond a little bit because normally we're yelling and screaming at each other," said Dawn Decker.