Black Friday conjures up images of huge crowds pushing through shop doors as customers fight over the best bargains.
And in many countries (and even in Britain the past) that picture rings true.
But when BBC News headed down to the Curry’s PC World on Oxford Street to film the expected onslaught at 7am, they were met with a different scene.
The film crew found themselves capturing dramatic footage of one man walking in alone, smiling politely and thanking the staff for letting him.
The man in Curry’s was only going in to buy his pre-ordered laptop, according a reporter at the scene.
Another man stood at the entrance and started to talk to a member of staff but didn’t seem to enter.
The scene reflects a fall in the number of people clamouring for deals early, with analysis showing this Black Friday was a lot quieter in the early hours than last year.
Overall, sales are down by 2% compared to last year, according to one e-commerce company.
Photographers captured the “carnage” at 8am on London’s busiest shopping street.