It was easy to see Black Friday was well underway outside Arden Fair Mall.
John Newman attempted to bring order to the packed parking lot.
"It's all good there's thousands of people out here everyone's having a good day good time," Newman said.
Inside the deals were everywhere. But this year's shopping frenzy was more of a marathon than a sprint, because many stores opened on Thanksgiving.
Shoppers like Rebecca Silva came in waves.
"I've been shopping since like yesterday! I take breaks and come back — I live up the street," Silva said.
But some retailers chose not to participate in the shopping marathon.
This year REI took a strong stance against Black Friday, launching a campaign urging people to go outside instead of flocking to the stores.
That was Robin Wood's plan all along.
"I suppose they wouldn't have to close their stores for me to come out" Wood said.
After a big turkey meal, he spent the day fishing for salmon near Lake Natoma.
"It's quite a thrill to catch such a big fish, these are big fish," Wood said.
For him the thrill of the catch beats dashing for a deal any day.
That wasn't the case for hundreds who braved the crowds, the lines and the parking lot at Arden Fair.