MADISON, Wis. — The holiday shopping season is officially underway, and Madisonians wasted no time heading to the stores — in-person and virtually — on Black Friday.

Some shoppers fully embraced the Black Friday spirit, including mother Brooke Anderson and her daughters Addison and Emma. All three dressed in black as they spent the day together in search of deals at Hilldale and West Towne Mall on the city’s west side.