The traditional Boxing Day Sales came early today as rival brands tried to get a final boost to their annual takings.
Online sales began as early as lunchtime for Marks and Spencer, with John Lewis beginning at 17:00.
340,000 shoppers are predicted to have visited the Bullring shopping centre.
The General Manager, Tim Walley, said the timing of Christmas this year, which effectively added an extra weekend, should guarantee big takings.
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It will be another day of frequent sunny spells, brisk winds, and isolated showers.
Friday will remain cold in the breeze with a mixture of sunny spells and isolated showers.
Outbreaks of rain, sleet and some hill snow are forecast across the region through Saturday morning.