Millions of Americans gathered to celebrate Thanksgiving on Thursday.
And while plenty were focused on family, food and football, plenty of others squarely were focused on another holiday tradition: shopping.
But not everything went smoothly.
Customers who arrived early at a Lutz Walmart, located on Land O' Lakes Boulevard, walked away empty-handed after a 1-hour in-stock guarantee deal fell through.
Shoppers say they neither received a TV or voucher as promised. In order to get the deal, shoppers say they had to be in line before 7 p.m.
Customers who had been waiting in line say around 7:15 they were told there were no more of the advertised TV’s or vouchers left.
Pasco County Sheriff deputies, who were already at the store on detail, were asked for their assistance.
Walmart spokesperson Danit Marquardt said they are looking into the situation now.
“It is always our goal to take care of our customers – especially on an important shopping day like Black Friday."
In Pinellas County, a long line of people formed early outside the Best Buy in St. Petersburg.
The store didn't open until 6 p.m., but that didn't stop customers wanting to be the first in line for the doorbusters showcased in the store.
Shopper John Duff camped out all night.
“To save a couple hundred dollars on something is definitely going to be worth it,” he said. "I've got a 6 week old, so I've got diapers so it's definitely a big help."
Across the bridge, crowds braved a cold Bay area night Wednesday to line up outside the Best Buy on Dale Mabry in Tampa.
The shoppers said they’d go to any lengths to get the deals, including Tuesday night’s rain and Wednesday night’s chilly temperatures.
"We have fun and we enjoy it, a lot,” said Valerie Corredor, who had been waiting in line with her grandfather, Jose, and her 6-year-old brother, Christopher, since Monday.