Scenes of eager shoppers wrestling for flat screen TVs and mobile phones have not been repeated by Aylesbury shoppers this year.
This morning the Friars Square shopping centre in town was looking decidedly civilised, despite many stores offering up to 50% off goods.
One shop assistant, who had been working since 9am, said that so far her store had seen a relatively normal trading day.
Last year Black Friday fever caught on in town and at supermarkets, with crowds gathering to take advantage of the day of bargains.
But this year, Aylesbury shoppers do not appear to have yet succumbed to the American-inspired retail scramble.