Comforters, pillows, sheets and other home goods — these are Black Friday 2013’s hottest items. And the shop that was seeing real action was Gibbons Home Store on Church Street.

Deep discounting brought out many first-time Black Friday shoppers, who along with their more experienced shopping compatriots, had filled all available parking in Hamilton by Gibbons Company’s 5am opening.

Shoppers this year knew what they wanted, came early to make sure they got the discounts and once in the stores, headed straight to those items, bought them, and then left. It was also notable that customers were often in groups of family or friends for these well-planned shopping operations.

By 4.30am, the queue outside Gibbons Home Furnishings stretched along Church Street, with many people saying that Gibbons Company was their first stop. Keisha Outerbridge was first in the queue, and waiting with three friends. “I have done Black Friday in previous years — I did it every year when I was away at college. It makes me feel as if I’m in Alabama at college again!”

Marie Woods, who was also at the front of the queue, said: “I think it’s awesome! I was here at 3.15am — I’m getting a comforter set, and towels and mats. It’s my first time,” and added that she felt Hamilton’s event is better than Black Friday shopping overseas, where it is colder and more crowded. One first-time Black Friday couple waiting in the queue said they had got up and come out for “just stuff we need — rugs and bedsheets.”

By 5.30am the queues were inside the store, with many dozens of people waiting patiently in long lines that curled around the product displays to pay for substantial cases of bedding and other household supplies.

In Gibbons main store, in the Children and Baby Department, one customer was in line with presents for her granddaughters — a Sweet Dreams Dora along with a little girl’s toy car. Doting grandmother Kimberly Fraser said it was her first time, and she had got exactly what she wanted.

Irma Dill was also a first time Black Friday shopper. She said: “It’s wonderful. I’m the driver this morning — I’ve brought in my two nieces.” The family group was buying gifts for the boys in the family, who stand to receive large bundles of warm and fashionable tops.

Another customer waiting in the Gibbons queue was already carrying several Phoenix bags. Michelle Berkeley had been up since 1.30am, and said: “I”m getting some toys for my granddaughters — it’s the only thing that would get me up like this!”

And a father-to-be was taking advantage of the discounts to buy baby furnishings and supplies. Stephen Davidge said: “My wife is sleeping and enjoying herself!” He said it was the first time he had got up this early to shop on Black Friday, although he had taken advantage of Black Friday in previous years at a later time.

Nearby, at the Crow Lane Bakery Limited Express, Hilda Lawrence, who is better known to her customers as Babes, had been open as usual since 3am.

“We’ve had a steady flow of business this morning,” she said. “We’ve had people come for coffee, doughnuts and newspapers.” This morning, she was offering samples of rum cake, which was bringing in people at a steady rate who’d heard about it.

“It’s wonderful, its exciting,” said Ms Lawrence. “I love to see everyone out.”

Outside The Phoenix Center, one buyer was waiting for the family car to arrive so that she could load in several big bags of shopping containing gifts, Christmas decorations and baking pans. “It’s my first time!” she said. “There were some reasonable prices, so it was very good. I’ve got pretty much everything.”

Out of town and in Mill Creek, shoppers were seeking out lighting fixtures at ESC Limited, fuelled with coffee and baked goods from Sweet Saaks Bakery, which had a pop-up outlet in the store this morning

Orange Bay Company, in the same building as ESC Limited, was also open and offering 30 percent discounts off all stock. “It’s our third year of doing it, and we’re offering the discounts all day,” said store owner Delight Morris.

“We had people waiting when we arrived!” said ESC general manager Lindsay Davis. “It’s been steady all morning.

“It’s our second year of doing this. I think it’s busier this year — people knew what they wanted, they’ve come in, ordered it and they’re out of here. It’s been very easy so far!”

Marshalita Tota, who was shopping with her son Khalib, said she was specifically looking for kitchen lighting. “The prices got me up this morning! I did do Black Friday last year and I think its good.” She said she had been up since 4am and had already been shopping in Hamilton, where she’d bought Christmas presents, toys and bedding.

Maurice and Doreen Ming said ESC was their first Black Friday stop. Mr Ming said: “We know what we want. We had already checked it out, and we are here taking advantage of the prices. We’re getting hallway lights, kitchen lights and bathroom lights.

“We’re heading into town after this!”

Sweet Saaks brought their baked goods and hot drinks all the way from St George’s for the event. “We’re happy to be invited to do a pop-up shop here,” said Kamilah Cannonier, pointing out they had coffee and apple cider available, as well as mini cinnamon buns, orange ginger scones, banana nut muffins, ginger bread muffins and pumpkin spice cake.

“We’re here until 8am, and then its back to St George’s to open up there,” she said.