Target shoppers looking to take advantage of the retailer’s Cyber Monday deals may be in for a frustrating morning.

As of around 10:20 a.m. Eastern Time, the retailer’s homepage said “high traffic’s causing delays.”  Attempts to visit an individual product page on Target’s Web site and a category page also brought up the same or similar messages.

In a statement, Target said it is working to restore full functionality but, for now, is regulating the flow of Internet traffic on its site.

“As a part of our Cyber Week promotion, today for the first time, Target is offering 15 percent off virtually everything online. Both traffic and order volumes are exceeding Target’s Thursday Black Friday event, which was our biggest day ever for online sales. To help manage the volume, we have been metering traffic to the site,” the retailer said in a statement.

Some shoppers took to social media to vent about their struggle to use Target’s site:

Target’s struggle to keep up with online shopping demand Monday morning comes on the annual day of discounts in which retailers this year are projected to pull in about $3 billion in e-commerce sales.

This is not the first time Target has had trouble keeping up with online shopping demand on a key sales day. When Target debuted its Lilly Pulitzer clothing collection back in April, its Web site slowed down and became inaccessible for a brief period as the retailer aimed to prevent the site from crashing.

While Target is likely disappointing some of the customers visiting its Web site this morning and could miss out on the dollars they would have spent, the surge in traffic at least suggests that plenty of shoppers were interested in its deals.

Online shopping got off to a relatively strong start over the long holiday weekend, with e-commerce sites pulling down a record $4.47 billion on Thanksgiving and Black Friday alone. It’s not clear yet what that means for how Cyber Monday will shape up. Many retailers and forecasters say they still expect Monday to be their biggest online shopping day of the year, even though many shoppers began their online spending several days ago. A survey released Sunday by the National Retail Federation found that 103 million shoppers already started snapping up deals between Thanksgiving and Sunday.