Shops in towns and cities are battling with online retailers for Black Friday sales today.
Irish people are expected to spend more than 100 million euro trying to bag a bargain over the next 24 hours.
The tradition started in the US marking the start of the Christmas shopping season and has become popular here in Ireland in recent years.
Most retailers online and on the high street are taking part with discounts of up to 50 percent on some items.
Kim Buckley has this report:
