NEW YORK (CNN/Money) - Shoppers weren't playing around at the Times Square Toys "R" Us in Manhattan early Friday.

Early morning shoppers check out at Toys "R" Us in Times Square Friday.

Jeannie Alva and five of her friends were in line at 4:30 a.m. waiting for the store to open at 6 a.m. in order to beat the crowds and take advantage of a special holiday "super sale."

Alva was pleased with their early start, saying that they wanted to get everything on their list. Among her key picks: a Nintendo DS and two Barbie Kitchens.

She is looking to spend $500 this holiday season, $100 of which was spent her first hour at Toys "R" Us. Friends Jessica Latorre and Jackie Sirgo have also budgeted $500 for gifts, with Latorre having already spent $250 at Toys "R" Us alone.

Store officials say an estimated 2,500-3,000 shoppers took advantage of the special holiday hours -- and sales.

"We had people lining up outside the store since 4 a.m.," said John Barbour, president of Toys "R" Us, U.S. division. "This is the biggest toy store in the world, so it attracts a lot of people."

Toys "R" Us (Research) is no longer the dominant retailer in the industry as discounter Wal-Mart (Research) has grabbed a larger share of the market. The toy seller is hoping that its exclusive line up of toys, including the Hokey Pokey Elmo, will boost holiday sales.

"We are in the toy business 365 days a year," Barbour noted. "We have a very good idea of what will be the hot toys this season."

The downstairs electronics and gaming section was a particularly hot spot, but a handful of shoppers were doing a quick in-and-out.

Laiza Cruz, for example, was headed to the check out with a Game Boy SP some 20 minutes after her arrival so that she could still make it to the office early.

A row of Elmo dolls wait patiently for eager buyers at the Toys "R" Us store in Times Square.

Many shoppers said they were planning to spend more money this year, thanks in part to a healthier economy. The shoppers surveyed, on average, said they have allotted $735 for gift-giving this year.

Barbour wouldn't disclose what he's buying his two sons, aged 13 and 15, this holiday season saying he that wants to surprise his kids.

"The holiday season is really important," he said. "We, as adults, get a big kick out of getting the perfect gift. It is worth listening to your kids to see what they want."

Mickey Mouse may be Disney's (Research) most-enduring symbol, but this year movie heroes "The Incredibles" are winning over shoppers at its Staten Island Mall store in New York City.

Shoppers at The Disney Store at the Warwick Mall in Warwick, R.I. line up at the cash register.

"Every basket has 'Incredibles' in it," said Christine Horan, the store manager. "We have, pretty much, the largest collection of 'Incredibles' toys of any retailer."

"Another item that is big this year is the Buzz and Woody [from "Toy Story"] combo pack. It is the first time we carried the dual pack," she added.

Disney stores across the country are carrying a number of exclusive items this year, including talking My Size Cinderella and Buzz Lightyear dolls.

Horan says neither she nor her staff were bothered by the 5 a.m. store opening. And apparently, nor were the customers.

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By midday, the store said it welcomed some 1,700 shoppers seeking to take advantage of a 20 percent-off-everything-in-the-store (including sales items) special for early birds. Last year, the store greeted 5,600 shoppers total but Horan is hoping for more this holiday season as the store opened two hours earlier.

Horan also noticed that shoppers seem to be more chipper this holiday season, be it the economy or whatever else that could be boosting holiday morale.

"It seems like this is going to be a really good holiday season and we are excited about it," she noted. "Much more positive energy in the air."