"I've had a lot of caffeine," said Lucas Labounty, who works at Sbarro.
...Brave the elements...
"My blanket tucked into my coat because I'm so cold," said Kylee Rowden, a Black Friday shopper.
...Even don festive headgear...
"I ordered these online. They help us find each other in the store, over the shelves they stick up and you see 'oh there's mistletoe,'" said Tiffany Gordon and Jill King, Black Friday shoppers.
...All for a sweet deal at the end of the day.
"Forty-six-inch LCI LCD TV," said Kyle Bolduc, a Black Friday shopper.
While this is Black Friday, it's not the same rush most shoppers have grown to associate with the commercial holiday.
"It was pretty quiet. It's just more enjoyable to go around," said Elizabeth Blow, a Black Friday shopper.
It says "line" on the floor at GameStop. That's because at 12 a.m. Friday there was one. Since then, activity in the mall has slowed down a bit.
"Doesn't seem like as many people to me," King said.
Some shoppers are celebrating a three-day spree. This year it started on Thanksgiving, continued into Black Friday and doesn't stop until Small Business Saturday.
"A lot of the places have different deals at different times, so it's almost continuous. So, it's bouncing around, you have to be here for this, at this time for this," said Alexandria Carls, a Black Friday shopper.
Stores also face heightened competition from online retailers. Many shoppers have apps that tell them the cheapest prices available, some are demanding price match guarantees.
"She had a BOGO app on her phone, so she could see what other stores were showing because they can match the prices. Because if we can find a cheaper one in a picture on an advertisement, they have to give it to us at that price even if that price isn't that low," said Kate Kirkpatrick, a Black Friday shopper.
The Vermont Retail Association maintains even with advancements in technology and earlier hours, stores will still make 40 percent of their annual revenue this weekend, which means Black Friday's namesake still rings true.