Hundreds of thousands of people have logged on to Aldi's website to get their hands on the supermarket chain's Kevin the Christmas Carrot toy.
Sharing screengrabs of massive online queues, some shoppers have fumed at not being able to get their hands on the special festive toy.
Some customers have claimed they waited more than two hours online trying to purchase Kevin.
One customer, Julie Reeves, wrote: "Not impressed with Aldi online, been in the queue since 7am, got down to [queue number] 3,561 only to be knobbed off in the queue."
Posting on Twitter, Lorna Brown wrote: "For anyone doubting the popularity of Kevin The Carrot and his family, I am currently in the queue on Aldi website with 41,567 in front of me."
Another customer, Charlotte, shared a screengrab of her place in queue, with Aldi appearing to tell her there were 146,567 people in front of her.
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She wrote on Twitter: "Anyone would of thought people was trying to get a concert ticket not bl**dy Kevin the Carrot."
One shopper, Sarah, claimed she had seen the popular item already being sold on Ebay.
She wrote: "Still 45,000 people ahead of me and a message appears to say the Kevin The Carrot bundles have sold out. No fluffy turkey for me. Of course, they are already being sold on eBay for £45!"
This year's Kevin the Carrot advert was released on Friday, November 6 and left parents counting down the days until they could get their hands on items from the collection for their little ones.
The range was available online initially from 8am today.
The supermarket had said it was investing in online queuing technology to help manage demand this year.
Similar to last year, as well as soft toys there will be be other Kevin-themed items shoppers can buy including wrapping paper, mugs and a book.
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