Thousands of bargain hunters braved the wind, rain and cold temperatures to queue from the early hours for their annual Boxing Day tradition - the Next sale.
A huge snake-like queue of thrifty shoppers stood at Silverlink shopping park in North Tyneside, waiting for the store to open at 6am.
Many queued behind the barriers shivering in hats, scarfs and fur boots and were armed with plastic carrier bags.
The first 600 who arrived in the early hours of the morning were given a raffle ticket to guarantee their place in the queue.
The first shopper to arrive at an impressive 3.15am was Stacey Johnson, 29, from Blyth in Northumberland, who was there to buy clothes for her five-year-old son Jenson.
The care worker said: "I come here every single year because the discounts are excellent for such good clothes.
"I am heading straight to the children's section, I get all of Jenson's clothes here.
Another shopper queuing eagerly behind her was 31-year-old Gemma Moore, from Wallsend, Newcastle, who called the sale "better than Christmas Day".
Gemma said: "This day is my Christmas, I absolutely love it. I have an early night the day before so I am awake and raring to go on Boxing Day. You get so much value for money I sometimes even hold off buying the kids clothes for Christmas because I know they will be in the sale today.