Retailers across the region are hoping for bumper sales as Black Friday gets underway.
It is predicted that we'll spend over £8 billion on deals over the next four days.
While many deals have been available earlier this week, thousands of shoppers are expected to go in-store or online today for the Christmas bargains.
Despite high street stores appearing quiet, with little sign of queues seen in previous years, Britons will spend just under £2.6 billion today alone- that's an 8% increase overall on last year.
We're also expected to spend £7.8 billion over the four-day period including Cyber Monday, up 7% on last year, according to predictions by VoucherCodes and the Centre for Retail Research.
Last year retailers saw a 12% rise in online spending on Black Friday.
A spokesman for Argos, which has a major distribution centre in Northamptonshire, said it takes a year for the firm to prepare for Black Friday.
The company received over 800,000 visitors to its website between 9-10pm on Thursday 23rd November- the first hour of its Black Friday promotion.