John Lewis opened its stores at 8am this morning and has been selling items at Black Friday prices since midnight - here are the products people are loving:
- Sonos Play 1 is the biggest seller in tech
- The Legos Simpsons house is the best-selling item by value
- Marc Jacobs perfume has had the most units sold so far
- In homeware, Sophie Conran crockery is the best seller.
The online sales will continue until midnight on Monday.
Dinos Rocos, lead director and operations director, John Lewis, said: "Sales on johnlewis.com exceeded expectations overnight as customers logged on to take advantage of our great Black Friday deals. We expect traffic to continue to the website today.
"We have carefully planned for this year's Black Friday event to ensure orders can be fulfilled without compromising the customer service and seamless delivery we're famous for."
The department store has said it will price match its competitors throughout the day, sticking to its promise of never being undersold.
It also has great deals on KitchenAids, Samsung TVs and Michael Kors perfume. For a list of some of the best offers available, see our handy guide.
Some retailers have opted out of the Black Friday craze, including Asda, which is sitting on the sidelines for the second year running. Many businesses have clearly taken the decision that the event - which is now a week-long bonanza - is becoming too damaging to their bottom lines. Britons are expected to spend £2bn this year, right before the retailers unveil their full-price Christmas lines.
Here's a list of some of the top deals on Amazon: