It's the day that can cause chaos in shops in America and even some in the UK, but in Swansea it's a completely different story.

Huge queues have been inevitable in the past, but in Swansea city centre it was just business as usual, despite many stores slashing their prices.

There were similar scenes in Cardiff as the capital's main shopping areas were deserted on Friday morning.

This is what it looked like in America:

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But this is what it was like in Swansea:

No queues outside H. Samuel or Office despite both stores offering Black Friday deals
It was just like a normal day at the Quadrant shopping centre

Shoppers were scattered throughout the city centre on the cold Friday morning.

Oxford Street, one of the main shopping areas in the city, was extremely quiet despite many of the major high street stores offering discounts and offers.

The entrance to the Quadrant shopping centre was also looking quiet when we were there, and it was a fairly typical day inside. Perhaps it will become a little fuller as the day goes on.

One of the main shopping areas in the city centre was deserted
High street stores, including Topshop and H&M, were offering discounts
H&M was offering a 20% off deal

Elsewhere, there were just a few people strolling about in seemingly relatively normal numbers for a Friday, but certainly no queues or people rushing in and out of doorways clutching arms full of shopping.

Lunchtime tends to be busier of course - so maybe everyone will be dashing out then on the hunt for a few deals.

Online shopping has often been blamed for keeping bargain-hunting shoppers at home on their phones, laptops and tablets, rather than heading to the nearest high street.

There are still plenty of deals available online and some of them have been going for a number of days.

Lisa Hartley, centre manager for the Quadrant shopping centre, said: "Black Friday is an American tradition, where retailers slash their prices the day after Thanksgiving. It's traditionally a one-day promotion.

"Over the past five years we have seen a significant increase in Black Friday related promotions and opportunities for shoppers to take advantage of pre-Christmas discounts.

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"However, this year in particular, we have seen more retailers extend their offers to a weekend, week or even a fortnight.

"This gives shoppers more time to shop and benefit from the discounts available whilst at the same time spreading the spend over a longer period of time and reducing the urgency to shop."

Overall, people are expected to spend £2.4 billion on deals in stores and online, down from last year's £2.6 billion, according to predictions from the Centre for Retail Research (CRR) and VoucherCodes.co.uk.

Paul Martin, UK head of retail at KPMG, told WalesOnline this morning that: "Retail performance throughout the year has been dreary to say the least, and we've certainly had a shaky start to the all-important 'golden quarter'.

"Retailers will naturally be keen to make the most of these events, and our survey would certainly suggest that consumers are gearing up for it.

"Many shoppers are likely to recall how the slashed pricing in store resulted in stampedes, which is just not what mature consumers seek out.

"Since Black Friday was adopted by Britons back in 2013, retailers have increasingly moved offers online, and that coincidentally is where a higher proportion of younger consumers can be found."