>>> it all leads up to this, "pop news" sara haines. >> lilly pulitzer said anything the is possible sunshine and a little pink unless you're a scorned fan it was highly anticipated. moms arming themselves, mouse in hand ready to click and buy. >> we're so excited for lilly for target. i have been basically up all night. this is what you get. so frustrating. >> reporter: lines around the block at target stores. selling beauty and its coveted apparel. from $2 to $250. >> to see the designs on such an accessible level. >> reporter: if it's not accessible how can you buy it? the site showing this error message when logging on. hello halt no fury like a woman who can't access it. this makes the launch of the