Chesterfield shoppers are keeping their cool this morning as the town experiences a slightly busy shopping day.
But many shops look underwhelmed by customers as their deals fail to bring the crowds they hoped for.
And as the American-style, post-thanksgiving bonanza of deals and discounts went into full swing, reports across the country show Britain is keeping its cool today.
So I applaud Derbyshire, and the rest of the country, for not giving into this crazed, zombie-style consumption of... well, actually quite mild savings on the high-street.
In Chesterfield only Argos seemed to be affected by a surge in late morning shoppers who queued politely to pay for goods, and even the rhetoric of the business community has relaxed on the Black Friday that never was as many shoppers so little interest, and some even take part in a national campaign, 'Buy nothing Friday', inspiring people to counter the High Street's ploy for pre-Christmas pandemonium, by hugging a friend, calling your parents, and asking people to post things they're doing instead of shopping (click here).
The East Midlands Chamber said the day of bargains which has now become a longer sales period was saving some shoppers hundreds of pounds.
Chief executive Scott Knowles said: "Everybody loves a bargain and events such as Black Friday, whether you think they are a good idea or not, whether you think they offer any benefit or not to the retailers taking part, can offer big savings for a handful of shoppers.
"Holding the event at this time of year means a few canny shoppers could cut hundreds of pounds off the cost of Christmas, but this is not sustainable retailing. For the shops taking part, Black Friday will provide a one-day spike in sales but footfall in the run-up to the event will be window shoppers and there will be a slump immediately afterwards so, ultimately, there is very little long-term gain."
"Asda, part of American retail giant Walmart, which was responsible for bringing Black Friday to Britain a few years ago, has announced that it will not be playing a major part this year, preferring to adopt a more sustainable model of offering realistic pricing throughout the year."
Department store Debenhams claims to be 'setting shoppers temperatures rising' with its host of deals today, predicting sales to be over 10 times a normal Friday.
Ivor Davies, store manager at a Derbyshire Debenhams commented: "Black Friday is now a major date in the diary for our shoppers.
"Our customers have told us that this week really kick starts the Christmas shopping season and they will be looking for inspiration for great gift ideas and savings."
Online deals went live at 3am this morning and 8am in-store, and shops will remain open later into the evening to cope with demand and give more chances for a bargain for those working normal hours.
Let us know what you're doing on Black Friday, whether you're shopping or otherwise.
*NB: Story may contain sarcasm.