Black Friday has become something of an anachronism in the e-commerce era. The day after Thanksgiving marks the official start of the holiday shopping season, but retailers already have spent weeks flooding their websites and customers’ email inboxes with early Black Friday offers.

Macy’s handed out $10 promotional gift cards to the first 100 customers that visited the store. Staff across the first floor clapped in unison and music blasted as the first shoppers of the day streamed in.