On Thursday, Build-A-Bear cut short its inaugural Pay Your Age Day event.

"Please be aware: Based on the unprecedented response to our Pay Your Age Day event in our early opening stores, we are experiencing significantly longer than expected lines and large crowds," the store announced on its Facebook page early Thursday. "Local authorities are requiring us to limit the lines and crowds due to safety concerns. We understand this is disappointing. We are working to address the situation, and we will be reaching out to our valued Guests soon."

But just a few hours later, Build-A-Bear announced it was prematurely ending the one-day promotion that allowed stuffed animal lovers to buy a furry friend for next to nothing.

"Per local authorities, we cannot accept additional guests at our locations due to crowds and safety concerns," Build-A-Bear announced in another Facebook post. "We have closed lines in our U.S. and Canada stores. We understand some guests are disappointed and we will reach out directly as soon as possible."

Customers took to Twitter early on, discussing the large turnout and their experiences.