Today we expect over 200,000 customers to flock to Bullring all eager to pick up some bargains. Three of the centre's biggest retailers, Selfridges, Debenhams and Next have all launched their iconic sales today.
Many of the centre's retailers are now offering huge discounts including up to 50% off at A|X Armani Exchange and Reiss.
Boxing Day may have set a new British record for online sales, but are shoppers aware of their consumer rights?
Millions of shoppers swamped Boxing Day sales across the UK as festive retail records were predicted to have tumbled.