Britain's shops look set for a bumper Boxing Day of profits as bargain hunters go on a predicted £3bn spending spree at the sales.
People queued overnight in London's Oxford Street in preparation for stores opening this morning, with thousands pouring through the doors from as early as 6am.
Selfridges bosses said they took £1.5m at the tills in the first hour of opening and stores across the West End expect some £50m of takings in one day.
Sue West, Selfridges director of operations, said handbags and menswear were among the items flying off the shelves.
She said: "Online sales have been great but year on year people still want to experience the Boxing Day sales."
Manchester's Trafford Centre has been enjoying what is thought to be the biggest Boxing Day in its history - with police drafted in to help manage the crowds.
Hundreds of shoppers poured through the doors when Selfridges opened
The centre's Gordon McKinnon said: "Many retailers have kept stock levels much tighter this year, so the sales will not be stretching on into January."
Queues began to form at Kent's Bluewater at 1am on Boxing Day, with around 3,000 waiting for the doors to open at 7am.
Up to 7.1 million shoppers are expected to hit the shops at some stage, with one in 10 venturing out for a deal before 9am, according to research from Green Flag.
According to MoneySupermarket.com, shoppers in the UK are set to spend a total of £2.9bn.
A poll for the website found almost four million Britons (8%) planned to head to the high street on Boxing Day in addition to more than five million (10%) who will be searching online.
Queues formed outside some shops from as early as 1am.
However, figures from one survey, by comparison website Pricerunner, suggested that almost half (47%) of those questioned were not planning on buying anything in the post-Christmas sales.
A strike by London tube drivers about bank holiday pay does not seem to have had too much impact on the sales.
Extra buses were laid on for those travelling to the West End, as well as the Westfield shopping centres in Stratford, east London, and White City, west London, Transport for London said.
Jason Tyrrell from the New West End Company told Sky News: "We were prepared for this strike and had coaches for staff. The shoppers are out in force, but I hope both sides get round the table and sort it out."
Stores reported an influx of shoppers from abroad
Online retailers tried to stay one step ahead of the competition by offering heavy discounts on Christmas Day with Amazon's UK website seeing a 263% rise in sales over the last five years.
Analyst Experian predicted that Christmas 2012 would be the "biggest and busiest ever" for online retailers in the UK, with visits to retail websites expected to reach 126 million today, up 31% on 2011 and consumers predicted to spend £472.5m online.
But there was more gloom for the high street in the run-up to Christmas with shoppers preferring to buy presents online, according to Business recovery group Begbies Traynor.
The British Retail Consortium (BRC) said high street spending was "acceptable but not exceptional" this festive period - blaming it on poor accessibility to high streets and weak consumer demand rather than online shopping.
Richard Dodd of BRC said: "There are a lot of myths around online retail - 10% of overall retailing over the year comes from online shopping and actually it presents lots of opportunities for the retail sector."
A Begbies Traynor report said almost 140 high street firms were in a critical condition in the fourth quarter, meaning they are on the brink of collapse, while more than 13,700 were in "significant" distress - up 35% during the three months to December 17.