The holiday shopping season is officially in full swing, and Black Friday sales are bringing shoppers out in droves across Lincoln.

Before they could even digest the turkey, holiday shoppers were lining up for those famous doorbuster deals all over Lincoln.

"We gotta buy her a coat and get some more Christmas shopping done, it's Black Friday and we're up at 0:30, a dark, cold 0:30," said Carol Mitchell, a Lincoln shopper who lined up at Yonkers by 3:15 a.m..

But the cold wasn't enough to steer away Doug Shinner - a self-proclaimed "hard-core" shopper.

"I'm ready, I have my lucky Rambo headband on actually, so hopefully that will help me get the items that I need," said Shinner.

His family created lists of everything they wanted, then decided on a plan - divide and conquer.

"We're strategically placed actually, the person that I'm here with, we have six other family members out sprawled across town getting ready to do different things, so we're kind of going crazy, it's exciting," said Shinner.

Other people have their own strategies, "At 7:00 last night I was online, so I didn't have to be here in full combat gear at 4:00 to get those things," said Karna Ahlschwede.

She says she got to sleep-in longer this Black Friday because of a new way she found to get the sale prices, "Almost all the places with their sales this morning were offering the prices last night, so we shopped JCPenney, Walmart, and Younkers all online last night and got the prices for this morning, last night," Ahlschwede said.

Some of the most popular items people said they were after this morning at Westfield-Gateway Shopping Mall were a down comforter for $20 and a Kitchen-Aid mixer for $213 at Younkers, and a set of pots and pans at JCPenney that are going for just $50 until 1:00 p.m.

Click on the video links above to watch more morning madness.