Blink and you would have missed it.
If you arrived just 30 seconds after Aldi opened its doors on Saturday morning, you would've failed to grab one of their most sought after item of the year — the Dyson vacuum cleaner.
This morning, the discount supermarket released two variations of the Dyson vacuum cleaner across Australia, which included a handheld DC44 Animal for $299 (NZ$326), and a DC29 Multifloor for $349 (NZ$381).
From 7.30am, shoppers started lining up to grab a bargain, news.com.au reports.
Lynn, who arrived at Aldi Marrickville, in NSW, at 8am — the store opened at 8.30am — told news.com.au she was hoping to score the cult product on the recommendation of her daughter.
"I haven't ever owned a Dyson before but my daughter has a dog and she was very excited about the stick [vacuum].
"In fact, she was in New York at the time and she sent me a message saying 'Mum, this is amazing, you need to get one!' because I am about to get another dog."
Chris, who also arrived to line up before the doors opened, was there for a Dyson upgrade.
"I have the one that you just plug into the wall so I am here for the cordless one, and this sale has a really good price," he told news.com.au.
But many eager shoppers were left disappointed with stores only carrying a handful of product.
One woman in Brunswick, Victoria said she was third in line after arriving at 7.45am, but missed out on a vacuum cleaner which sold out in just 30 seconds.
"I'm disappointed but what can you do? They don't really have many," the local told news.com.au.
Others took to social media to vent their frustration on missing out.
"Hi Aldi, I understand your special buys are popular but it's rather unfair you let people buy 3 or even 4 of the Dysons on offer," one person wrote.
"Many people who were in line missed out because others grabbed as many as they humanly could. A member of staff near the special offers to police this would have been appreciated."
One Victorian shopper questioned how product could be sold out five minutes before doors even opened.
"Can someone explain to me how it is possible to sell out of a product 5 minutes before a store opens, on the day it is meant to be available for purchase?" she wrote on the Aldi Australia Facebook page.
It is understood the Brunswick location and Marrickville store in Sydney allocated tickets for the Dyson vacuum cleaners to the first few shoppers in line.
Speaking to news.com.au, Nadine (who was lucky enough to grab the Dyson Multifloor vacuum cleaner), said the line-up and desperation to grab a vacuum cleaner was "insane".
"I saw one woman grab one of the stick vacuums off another woman ... they are fighting over them ... I mean, come on the saving isn't that great."
A spokesperson for Aldi said the limited items within the Special Buys and homewares range is because they only intend on the products to be on sale for one week.
"ALDI Australia's Special Buys have become incredibly popular with Australian shoppers and are just one way we distinguish ourselves from other supermarkets," a spokesperson told news.com.au.
"Our weekly Special Buys are ordered months in advance and are intended to be on sale for one week in a bid to keep our range fresh and interesting.
"We do our best to supply our stores with sufficient stock however, sometimes they sell out faster than expected due to their exceptional value and high quality."