Birmingham's main Primark store was forced to open 35 minutes early at 7.25am this morning (June 15), because of the huge queue that formed outside.
The first paying customer at the store revealed she got up at 4.30am to secure her place in the queue.
Non-essential retailers across England can reopen from today for the first time since lockdown began.
Security guards are limiting the number of people allowed into storesat any one time to help with social distancing measures.
Meanwhile it was a similar scene in Coventry, with one local claiming the queue outside the city's Primark stretched as far back as the Lady Godvia statue.
Lucy Haynes and Mia Allen were two of the first people into thepopular fashion store in Birmingham city centre.
Both had travelled in from Shirley, West Midlands, for their big day out.
Mia said: “We are just looking forward to going shopping again."
One queuing shopper in Birmingham was seen wearing a full bodysuit of personal protective equipment as well as blue disposable gloves and a face mask.
People are being encouraged to use hand sanitiser on their way in and out of shops.