Millions of shoppers hit the high street today to spend as much as £3 billion in the Boxing Day sales.
Some stores opened as early as 6am, despite many big name retailers launching sales online on Christmas Eve.
And some bargain hunters queued from as early as 2am in the wind and rain to be first to get the best deals.
Figures from VoucherCodes.co.uk and the Centre for Retail Research suggest 22 million shoppers are set to spend £3.74 billion in the Boxing Day sales - a 6% increase on last year.
While online shoppers are expected to spend £856 million today, up 22% on last year's £699 million, according to data firm Experian and online retailing trade association IMRG.
Department stores Harrods, Selfridges, Liberty and House of Fraser are offering designer goods at a fraction of their usual price.
While both Next and Marks & Spencer have launched discounts of up to 50% on sale items.
Retailers across London's West End are preparing to take over £100 million in sales over the next three days.
A number of Bond Street stores will open on Boxing Day for the first time as a result of it falling this year on a Saturday rather than a public holiday.