Dozens of customers dressed up and lined up outside some of the big box stores on Stavanger Drive in St. John's early Friday, hoping to cash in on some of the Black Friday sales inside.

Some customers arrived hours in advance for the Black Friday sale at Target's store in the east end of St. John's. (Cecil Haire/CBC) "This is frigging ridiculous," said Sam Lambe, who showed up at the Target store with his brother to do some shopping on behalf of their mother.

Lambe said he was surprised to see that so many people were also eager to get bargains — such as deeply discounted television sets, electronic gear and gift cards.

"In all honesty, that's the first thing I saw — it's just like, holy crap, really?"

Some shoppers said they arrived at midnight.

By the time doors opened, more than 500 people had joined the lineup, which stretched well around the building.

"There's no lengths that people will go for the sake of saving a hundred-something bucks - it's a bit much for me," said Lambe.

Theresa Ashford says she was taken aback when she pulled into the parking lot for her first Black Friday experience.

"Do I stop, or do I go home?" she told the St. John's Morning Show, describing how she waited several minutes in her pickup truck before deciding to take the plunge.

Ashford, who came looking for Christmas gifts for her children, said she was hoping to save $150 on three particular items. She added she has her limits.

"I'm a real newbie here this morning ... I'm not going to fight with anyone for anything," she said.