Department stores across the East have said sales this Christmas have been the best ever with takings up considerably despite the economic downturn.
It was a gloomy start to December for retailers, but the last week has provided a much-needed boost before what experts say will be an 'ongoing endurance test' in 2013.
Thousands of bargain hunters have descended on the region's shopping malls and high streets for the post-Christmas sales. Experts say sales records are being smashed as shoppers look to make big savings.
It was a gloomy outlook for retailers throughout December with many people waiting for the last weekend before Christmas to do their shopping.
The British Retail Consortium says Christmas trading hasn't been exceptional but when sales figures come out in January they're predicted to show a modest rise compared to last year.