Black Friday kicked off on Tesco Direct as the clock struck twelve this morning, and from 5:00 in 250 Extra stores across the country.
The company's featuring more than 200 electrical, entertainment and mobile products over its three-day event, many discounted by as much as 70%.
It's already launched a series of 'little helps' to make the run-up to Christmas easier, including a £9 bottle of award-winning Louis Delaunay champagne and an MSC certified lobster for £6.
"We're doing all we can to help customers have a fantastic Christmas and we're excited to be offering so many great Black Friday deals this year," says Rob Hattrell, Tesco's general merchandise director.
"Our Black Friday event will include over 200 different products, so we hope customers will find something for all the family."
The company's most striking deals include the Xbox One, which costs just £229, including two games - and the Sony PS4, which starts at £249.99, with FIFA 16 and Uncharted Nathan Drake Collection thrown in for free.
There's the Apple iPad Air, with 16GB RAM and wifi, which comes in silver for £259. Samsung's 10-inch Android tablet now comes at the pocket-friendly price of £99, down from £159, and an Acer laptop with 15.6-inch screen and 1TB hard disk drive is just £179, £100 off the normal price.
Beats solo 2 On-Ear Headphones are dramatically down in price, too, at £69 rather than £169.
Meanwhile, the Babylis Curl Secret Hair Styler is half price at £59.50, and the Tassimo T20 Coffee Machine has been slashed from £99.50 to £29.50.
Last year, stampedes broke out at several Tesco stores across the UK. We'll have to see how things turn out this year, but so far it's all looking a bit more controlled - indeed, at some stores there are reported to be more security guards than shoppers this morning.