Candace Payne donned a Chewbacca mask in her car while the Internet gaped.
Within hours, it rose to become the most viewed Facebook Live video of all time, with more than 105 million views as of Saturday morning.
The Texas mother's random purchase at her local Kohl's was not expected. In the video, recorded at the store's parking lot, Payne says she was returning some items when she found the mask.
In an phone interview with 'Today,' Payne said: "I feel like I really helped people, and that's all that matters. People reach out to me, and they say, you know, 'I battle depression,' or, 'I haven't laughed out loud since such-and-such event.' And that's been so great. I've only been seeing positive feedback."