we have ten minutes to purchase. reporter: it s 12:00, and at offices across america, these shoppers are going nuts. you don t think about budget, you put it in your cart and then you deal with it. reporter: the online store gilt group just opened and the clock is ticking. in just seconds, yes, seconds, designer dresses, shoes, and handbags get snapped up by buyers looking for a steel at bargain basement prices. it s the web version of the ultimate sample sale. you get caught up in the fever of the moment and people love it. it s like gambling of the horse races. am i going to get it? i want it. the power of competition. reporter: it s called deadline shopping. the idea is simple. entice customers with high-end designer labels at a great price, then give them a set amount of time to buy with a limited supply. at gilt group, membership is free, but you have to be invited by a member. people want a deal, but they