The scramble to book a coveted Christmas delivery slot has seen Tesco customers stuck in virtual queues since before 7am this morning.
The supermarket now has more than 1.5million slots a week, and expands staffing around Christmas even further to handle increased demand.
It opened slots at 7am, Friday, for Christmas slots to those who have delivery saver, but even with all the extra help the supermarket struggled to keep up with customers.
At 8am Tesco Tweeted: "A lot of people are using our website and app at the moment. So we're temporarily using a virtual waiting room to help manage the flow."
At 8:30am, Tesco site was so busy people were struggling to even log on.
A message to people trying to shop read: "You are currently in a queue - we'll put you through as soon as we can.
"Our website is really busy right now, we're temporarily limiting the number of people using it.
"Please wait and keep the website open and you'll be put through automatically. We're sorry for any inconvenience and thank you for your patience."
And people have been stuck for hours at this point.
Holly Tweeted: " Tesco i’ve been waiting in your online queue for nearly 2 hours, to book my Christmas slot as a delivery saver customer. It also happens to be my birthday & I’d actually like to get on & enjoy my day........"
Jamie added: "Peak 2020 - trying to get a Christmas delivery slot from @Tesco like you're trying to get tickets for Glastonbury."
Tom wrote: "Just wondering how long is normal to spend waiting to book a Christmas delivery slot with @Tesco? I've been staring at this ideal Christmas lunch now since 7am. At this rate it'll be Christmas before I get in!"
Rich said: "Waiting for @Tesco Christmas Delivery slots has turned me into a psychopath, praying on millions of people giving up and having to take the kids to school, letting me slip in..."
But not everyone was having problems.
One person commented: "Don't know why everyone is crying about the online queue for #Tesco, I waited for less than 10 minutes, then booked the two slots I wanted and within minutes I'd checked out? Whether everything I order for Christmas delivery arrives is another matter but no issues! @Tesco "
Elaine also got through - though it took her a little longer: "Most stressful thing of the day - finally got the Tesco Christmas delivery slot booked. Only one hour and 40minutes after it opened."
Nathan said that while he struggled, his dad had no issues.
"Anyone else been trying to get a @Tesco Christmas delivery slot this morning? I’m intrigued to know how the “queuing” system works," he Tweeted.
"Started 'queueing at 06:48, still not in! My Dad tries at 08:10 and gets in at 08:24. I 'queued' for 2 bloody hours."
Even some of the people who did get through found problems.
Louis e Tweeted: "I have my slot for 22nd December but it keeps throwing me out of the payment page error message."
Tesco replied: "Sorry, there’s currently an issue on our website.?We’re busy fixing it right now and hope this doesn’t cause you too much inconvenience. Please come back and try again later.?Thank you for your patience."
And for some, it was time to switch supermarkets.
One person Tweeted: "I booked mine!... With Morrisons! Have NEVER been able to get a delivery slot with Tesco (where I used to shop regularly before April) so I went over to Morrisons.
"Loads of slots and lots of yummy looking Christmas food. Our order is done and dusted!"
A Tesco spokeswoman told Mirror Money: "Demand for online slots over the festive period is high, and we have more slots this Christmas than ever before. We are experiencing high volumes of traffic to our website and Groceries app and are temporarily limiting the number of customers using it.
"We’re sorry for any inconvenience caused?and would like to reassure customers that there are still slots available for both home delivery and Click & Collect over the Christmas period.”