Purple Friday is the new Black Friday.

Jokulsarlon Glacier Ice Lagoon Iceland
Credit: Getty Images/Robert Harding World Imagery

Low-cost Icelandic carrier WOW Air is offering travelers a line-free alternative to Black Friday shopping — Purple Friday.

Perhaps unsurprisingly, Purple Friday is an airfare sale featuring the airline’s famous $99 flights.

And you don’t have to wait until you digest your holiday turkey, either. Purple Friday starts right now.

Beginning today, travelers can book flights from Boston, Pittsburgh, and Chicago to major European destinations (Reykjavik, Amsterdam, London, and Dublin) for only $99 one-way.

“WOW Air is happy to provide some early holiday cheer to travelers in many of our U.S. destinations,” the airline’s CEO and founder, Skúli Mogensen, said in a statement.

There are also $129 tickets on sale for flights to those same cities from Miami, Los Angeles, and San Francisco. These cheap seats are available until they sell out.

The discounted seats are available on select flights between December and May. Travelers should note that WOW Air’s basic fare is a no-frills travel option, including only one flight ticket and a personal item weighing up to 22 pounds. Carry-on and checked baggage and seat assignments all cost extra.