Thousands of people stood in line today as stores opened their doors for the Boxing Day sales.
Crowds of around 445 eager shoppers queued up outside Next in the Victoria Centre, Nottingham, from as early as 12.30am.
Armed with coffee and biscuits, they waited up to five and a half hours for the popular store to open at 6am.
You get better deals and there are things you cant afford at other times of the year, Amina Aziz, 24, said.
The full-time mum has a two-year-old daughter, Nuwa, and was looking to spend up to £200 on childrens clothes.
We dont buy for the age they are now. We buy older so when they outgrow the clothes they are able to wear the new ones.
We bring biscuits and we do not drink a lot because there are no toilets. We are all family so it is good company.
Mum-of-two Nawzhin Sidiq, 29, also queued from 12.30am in the hope of finding the best deals.
Its good for buying kids stuff. It is really good quality and I like shopping in Next, she said.
It is expensive to buy clothes for children. I want to get everything – coats, dresses and school clothes.
Store manager Megan Kay noted that there were more people than the 200 who lined up last year – which was put down to the decision to move the queue.
Last year keen shoppers were forced to wait outside the shopping mall, while this year they were able to come into the warm and line up outside the shop.
Security manager Dean Gatherar, 46, arrived just after 4am with his son and wife.
With four children it is great for us to buy clothes and save a bit of money, he said.
We are all after different things – I am after suits, my wife is after shoes and my son is after anything that looks good.
Getting up this morning was quite a trip. It does seem quieter than last year. Last year we spent around £600.
Elsewhere in the country, around 700 people waited for Next to open at the Bullring shopping centre in Birmingham, with many arriving in the middle of the night.
While other shoppers arrived with Selfridges in mind, having seen a big discount on handbags advertised online.
Solihull property developer and Man Utd fan Mark Severn left with a £150 leather jacket discounted to £65.
I think it is busier this year now at 7am, but much better organised, he said.
Last year was like a jumble sale with everything on the floor.
There was twice as much money spent on Boxing Day than Black Friday last year.
According to Barclaycard, December 26 is the most popular day to shop over the Christmas period, with three in 10 people planning to take advantage of the deals.
Jace Tyrrell, chief executive at New West End Company, representing businesses in Bond Street, Oxford Street and Regent Street, said: Over half a million visitors expected in the West End today with £50m expected to go through the tills.
There will be up to 70% off as retailers pull out all the stops to clear as much stock as possible before the critical year end and Q1 costs come through.
Some shoppers will have already begun their bargain hunting, with stores such as Argos, John Lewis, Debenhams and H&M already slashing prices as early as Christmas Eve.