Star Wars Fans Freak for #ForceFriday

Do you know what today is? Yes, it’s Friday. But not just any Friday, and not just the gateway of a long holiday weekend spent guzzling brews by the BBQ. It’s #ForceFriday, the day of celebration upon which all the new Star Wars merchandise is released from within Walt Disney Co.’s product Death Star to eagerly waiting fans, many of whom lined up outside Targets and Toys R’ Us’s and Wal-Marts across the galaxy for their chance to cop some first-edition space junk.

While The Force Awakens isn’t in theaters until December 18, many aspiring Jedis are hoping that the toys and other branded goodies will provide spoilers, such as a talking mask of Kylo Ren—widely believed to be the ultimate villain in the new storyline—that utters: “I’m immune to the light.” As of this writing, tens of thousands of posts have been made to social media of Star Wars devotees worshipping at the altar of the cash register, proof positive that nowadays we don’t need Hallmark to make a “holiday,” just a hashtag and a good marketing department. OK, having a cross-generational, iconic brand doesn’t hurt, either.

Actors from the forthcoming flick celebrated online and, in some places, in person to bask in the warm glow of fans’ adoration and sign the bevy of products bearing their likenesses. Lupita Nyong’o ’grammed it, and co-stars Daisy Ridley and John Boyega showed up in stores, obviously overjoyed with both the turnout and their plastic doppelgängers.

Here are some more notable social posts from #ForceFriday.

And remember, even though many of those shelves may be empty when you get there, perseverance is rewarded. As a little green man once sagely advised, “Do. Or do not. There is no try.”

And what's a holiday without its own custom emoji? Wait, a new Star Wars emoji? OK, sign us up. Well played, Disney. Our cynicism is no match for your market saturation and product development.

May the Force be with you, and also with your bank account.

PHOTOS: These Vintage Star Wars Toys Put #ForceFriday to Shame