Shoppers have been streaming through Tanger Outlet Center since 6 p.m. Thursday, with a Midnight Madness deal starting Friday.
Brittany Baker and her friends came from Strawberry Plains to hunt down some deals.
"Michael Kors was having...like 50 percent off and then, like an additional 20," Baker said. "Then Alex and Ani was having really good deals."
A long line at Starbucks meant lots of shoppers were caffeinating in the early morning hours, including Gina Buckner and her family, from Union County.
"We started out about 10 o'clock today and we've been to West Town and now we're up here," Buckner said, "And we've had a good time!"
They found deals at stores like Vera Bradley, Under Armour and Oakley.
The Rideout family came down from Kentucky for their baby's first Black Friday experience and found 20 percent off at the Disney Store.
"We found a lot of good deals," Dawn Rideout said, holding her baby girl. "We got most all of her Christmas and birthday already."
For many, Black Friday shopping is about family and tradition.
"It's been great," said Lori Miller, who came from Morristown with her daughter and two other family members. "We try every Black Friday to come out together and spend time together."
For those who don't want to brave the stores Friday, there's always Small Business Saturday and Cyber Monday.
There's also Giving Tuesday, a day for folks to donate to their favorite non-profit organizations.