A day of flash sales known in America as "Black Friday" made its mark in the UK today, although some events were marred by injuries and arrests.
Customers scrambled and pushed to snatch cut-price deals put on by British High Street stores including Asda in frenzied scenes seen across the UK.
TVs were reduced from £179 to £99 as part of Asda's special offers that were advertised throughout the UK.
A woman was taken to hospital in west Belfast with a suspected broken arm after a stampede at a shopping centre over cut-price electrical goods.
There were also chaotic scenes in an Asda store in Colindale, north London as shoppers fought to get their hands on discounted televisions.
Security guards were forced to restrain one shopper after a row broke out at an Asda store in Bristol today during the 'Black Friday' rush to buy cut-price goods.
The man was tackled by security guards after attempting to buy two 60-inch televisions.
There were also claims that a heavily pregnant woman was shoved and pensioners were knocked to the ground by frantic shoppers battling to get their hands on Christmas deals at the Asda store in west Belfast.
Asda described the response to its first Black Friday deal as phenomenal.
In a statement, the company said the safety of their customers was of "vital importance":
This is the first time Black Friday has been done on this scale in stores across the UK and our customers were eager to take advantage of the great offers available to them.
We planned for high demand and the half a million Black Friday products on offer to our customers have been selling quickly since 8am.
Throughout the event, the safety of our customers is of vital importance and to ensure our stores can cope with the extra footfall we have full security teams in our stores and extra colleagues to help assist customers in the aisles.