Millions of Brits braved the cold as they joined crowds of other dedicated shoppers to battle it out for the best Boxing Day bargains this morning.
Sale shoppers queued through the night ready for doors to open as early as 6am at Next stores around the country, from Liverpool to London's Oxford Street.
Twenty-three million people are expected to swarm high streets and crowd shopping centres up and down the country today - over one in three adults, which is 23 per cent up on last year.
They're expected to splash out £4.5billion in total, far exceeding the Black Friday (£2.6billion) and 'last Saturday before Christmas' £1.67billion spends.
Shoppers on Oxford Street hit the Boxing Day Sales in London. According to reports, a decrease for in-store shopping is expected while online purchases are rising during after Christmas sales
Shoppers are expected to splash out £4.5billion in total, far exceeding the Black Friday (£2.6billion) and 'last Saturday before Christmas ' £1.67billion spends
People queued up through the night with security guards on duty from 3am to coordinate crowds lining up for the famous Next Boxing Day Sale. Here they wait eagerly outside the Silverlink Retail Park in North Tyneside
On London's Oxford Street tourists are pictured queuing for the Next Boxing Day Sale. Foreign visitors are expected to be among the biggest spenders, with some splashing out over £1,000 each
While sales at most stores began at 9am, supermarket Sainsbury's decided to let crowds in earlier at 8am.
As normal opening hours approached crowds were seen waiting impatiently outside shops like Topshop, Nike, River Island and London's Selfridges.
At world-famous department store Harrods, shoppers were greeted by butlers entertaining crowds while they waited.
Tourists are expected to be among the biggest spenders, with foreign visitors from countries like China thought to be parting with over £1,000 each.
The Next store manager at the Silverlink Retail Park in Tyneside said: 'There was 820 shoppers in the first line.
'People are just running in and grabbing things, we are starting to send out full price items because sale items are already going.
'It is one of the most hectic times of the year. It's great atmosphere in store and I love working it, I love the team spirit.
'It is very hard work but we love it, It is all about a great team and it is a short shift so we still get to go home.
'The staff room is full of snacks and nibbles for the day, we are prepared. It is exciting when I shout 'I'm about to open the doors' and it begins.'
Today's frenzied bargain hunting comes after £895million was spent online on Christmas Day - up 11 per cent on last year's figure.
Consumer experts claim £932,000 was spent every minute of the 16 hours people were awake yesterday.
It wasn't just online either. Despite most shops being shut all day, £105million was spent nationwide at 24-hour convenience stores and petrol stations.
Barclaycard's poll found months of 'feeling the squeeze' this year is resulting in many consumers looking forward to the sales to ease their budgets.
Paul Lockstone, managing director at Barclaycard, said: 'Last year, Black Friday overshadowed Boxing Day sales as many retailers struggled to maintain consumer interest in what has become a month-long discounting event.
Butlers outside the world-famous retailer entertained shoppers with presents and confetti as they waited to be let in
Harrods staff were all smiles as they guided eager sale shoppers into the central London department store this morning
At the Trinity shopping centre in Leeds, every floor was filled with shoppers young and old hoping to find a bargain
In Cardiff (pictured), shoppers lined the streets as early as 1am to make sure they were ready for Next doors opening at 6am. Just half an hour afterwards some had already bagged their bargains and were on their way home with their purchases
Inside Next stock was perfectly colour and price co-ordinated until doors opened at 6am when shoppers were allowed in
'This year, however, value-seeking consumers appear to be more eager to buy cut-price items across both sales periods as they try to combat rising prices.'
Research suggests people are focusing solely on today's sale extravaganza and not bothering with shopping in the run-up to New Year.
But according to another survey by the British Retail Consortium, 56 per cent of shoppers think Boxing Day shopping has lost its appeal, with many claiming they see no 'real' price reduction.
Retailers, however, are desperate to get people in the door, with some slashing prices by as much as 90 per cent.
Debenhams is cutting the price of its sequin cape sleeve dress by 84 per cent - from £99 to just £15.
Online Asos is following suit, reducing a men's block vest from £25 to £4.
Security guards had to control the constant flow of people trying their hand at bargain hunting in Leeds, as shop assistant gave out plastic bags for their wet umbrellas
Over in London sale addicts clutched coffee cups as they waited in the cold for the Next Boxing Day Sale to kick off
Early bird catches the worm: One sleepy shopper is pictured yawning outside Selfridges in London this morning
Loyal Topshop customers were pictured outside its flagsghip store on London's Oxford Circus waiting for opening at 9am
While several Next shoppers had already come and gone after doors opened at 9am, River Island customers (pictured in London) were forced to wait until 9am to be let loose among the bargains
Sporty shoppers are pictured outside Nike's UK flagship store in London's Oxford Circus. Doors opened at 9am
At the Bullring shopping centre in Birmingham (pictured) people queued up for their favourite stores to open at 9am
Birmingham's River Island store in the Bullring shopping centre had an eagerly-anticipated sale with 60 per cent off
Cosmetic fans are pictured outside Lush's store in Bristol this morning waiting to get their hands on some cut-price goodies
Two stoic shoppers trudge through the cold in Bristol after braving the Boxing Day sales. They are pictured outside high street fashion store Urban Outfitters, which boasted up to 50 per cent off
Fashion fans young and old were spotted waiting for Spanish high street store Zara to open in Bristol this morning