Some holiday shoppers at Rosedale Center were treated to the only thing better than steep seasonal discounts Friday afternoon: free stuff.

Hosted by the Gameshow Studio, a game-show style entertainment experience at the mall, up to 36 people waited in line at one point to spin a massive wheel with tote bags, gift cards or a free picture with a Rosedale-based Santa Claus all up for grabs.

Kinsley Trulen, 8, of White Bear Lake walked away with a $10 gift card to Auntie Anne’s, while her sister Avery, 10, scored a $10 gift card to Dairy Queen.

After stops at Bath and Body Works, Macy’s and Lolli and Pops candy store, their mother, Nikki, said the kids jumped at the chance to score something free.

Although Nikki said she does most of her shopping online these days, she said she wanted to take her kids out for the experience.

Avery and Kinsley’s grandma, Joleen Moen, was along for the ride.

“It’s really a kids' day,” Moen said.

Husband and wife Greta, 40, and Chad Henderson, 41, of Jordan, Minn., landed at Ridgedale Center about 9 a.m. with two of their five kids to find a packed parking lot.

Advertised bargains at stores including Vans, American Eagle, Old Navy and Eddie Bauer boasted 50% discounts.

A little before noon, the Hendersons found frilly dresses at Macy’s for $16.99 their 4-year-old daughter Kinsey liked, and a buy-three-get-one-free deal on hand soaps and candles from Bath and Body Works.

At Fabletics, clothes were marked down 60%.

“That’s a good place to turn the teenagers loose,” Greta Henderson said.

The couple were on the lookout for deals and continuing the yearly tradition of shopping the day after Thanksgiving.

“I’m just here to see if there’s any deals that pique my interest,” Chad Henderson said.

Greta Henderson said the family arrived a little later compared with years past. While the mall was busy, she said, the lines were still manageable.

Reluctant Black Friday shoppers Mona Ahlf, 70, and daughter Chloe, 32, were browsing Good Things on St. Paul’s Grand Avenue on Friday after getting an email advertising an extra 20%. 

They were considering returning Saturday, they said, when customers who spent $50 would get a free candle.

Both women, of St. Paul, said they do holiday shopping throughout the year, hunting for deals as they go. 

A few weeks before Christmas, Chloe Ahlf said, she pulls out the box where she’s stored her purchases and does inventory.

Higher prices mean the haul is smaller this year, she said. 

“I’m just buying less. I usually buy people a ton of gifts, but this year I’m getting one per person,” she said, adding her nieces and nephews are the exception.

Mall of America's chief business development officer Jill Renslow speaks on the increased foot traffic seen by visitors on Black Friday. 

Mall of America tracked 50,000 shoppers through its doors by 10 a.m.

Strong foot traffic through early November had left officials uncertain about the appetite for shoppers on the day-after-Thanksgiving, said Jill Renslow, chief business development officer at Mall of America.

But so far more people had come to MOA today than on Black Fridays the past few years. 

"This is shaping up to be one of our best Black Fridays," Renslow said.

For Lana Schwab, 69, of Litchfield, Minn., Black Friday shopping is a 20-year tradition. She had a full day of shopping ahead with her daughter and granddaughter. 

She hoped to find good deals on a sleeveless vest and an outfit.

She still needs gifts for her daughter, son-in-law and two granddaughters.

“I’m kind of in the middle” of holiday shopping, Schwab said. “I thought today would be a good day to get most of it done.”

Schwab said she looked up prices two days ago on some items and found those had not moved when she reached Ridgedale Center on Friday.

 She was surprised prices hadn’t dropped more.

Old Navy was her second stop at Ridgedale. Schwab hopes she can wrap up her Christmas shopping today.

“I’ve got a lot of stores to get,” she said.

Lois Knutson of St. Paul said she has shopped on Black Friday for years, though she no longer gets up at 4 a.m. to hit the malls, as she did with a friend when she was young.

“Why did we do that?” she mused as she browsed greeting cards at Patina. “Because we were young and we could and we didn’t need sleep like I do now.”

Still, the tradition has lasted long enough that “I almost feel guilty not going,” Knutson said. 

These days, she said, she shops solo so she can move quickly. On Friday, she planned to shop at small St. Paul businesses. 

“I want to support them, so I’m sticking here today,” she said. 

At the top of her list: a stuffed axolotl for her 3-year-old grandson, who will be visiting from out of state for Christmas. Otherwise, Knutson said, much of her holiday shopping is done — her basement is full of gifts she’s found on sale throughout the year. 

“If I can’t find the axolotl,” she said, “I might go have coffee.”

Foot traffic at Patina was slow but steady Friday morning.

 Staffers said they expect tomorrow, Small Business Saturday, to be packed.

Merry Meltz, 67, said she doesn’t usually venture out on Black Friday but went because grandson Caleb Tupy, 14, wanted to visit some local shops. 

The two, both of St. Paul, browsed Patina while they waited for an antiques store down the block to open.

Tupy said he prefers in-store shopping to online, and small shops to big malls.

“I think they’re more personalized,” he said.

Hundreds of customers shed billowy winter coats, hats and mittens Friday morning as they exited the brisk, sub-20-degree weather and stepped into Rosedale Center, looking to take advantage of the onslaught of holiday discounts.

Kristi Ewing and Amanda Graves, both 30, of Blaine, however, were taking a load off on a bench amid the hustle and bustle after getting to the mall at 5 a.m. 

The two lifetime friends have made Black Friday shopping a 20-year tradition, and two bags full of sweaters, shirts, pajamas and other clothing marked another successful outing.

“I just like getting up at the buttcrack of dawn, being tired, getting coffee and getting good deals,” Ewing joked. “Spend money, get away from the kids, get away from the husband.”

Graves had budgeted about $300 for personal purchases and gifts for today, while Ewing aimed to spend $500 to $800.

Following stops at J.C. Penney, Bath and Body Works, and American Eagle, the two were planning to visit home decor shop At Home in Blaine before calling it quits for the day.