Shoppers are set to flock to the high streets in their thousands today as stores open for the Boxing Day sales.
Keen bargain-hunters are expected to start queuing up from the crack of dawn to ensure they are first in line for when the shops open.
Stores are laying on food and entertainment to celebrate the start of the Christmas sales, and to offer respite to those queuing outside.
Harrods is kicking off its winter sale with the promise of mugs of hot chocolate, smoked salmon canapes and blankets to keep people warm in the queue, while they will be serenaded by a string quartet and watching a performance by street magician Dynamo.
Department stores Selfridges and Liberty are offering designer goods at a fraction of their usual price, while both Next and Marks & Spencer are boasting discounts of up to 50% on sale items.
Online sales started on Christmas Eve and millions are believed to have already snapped up goods from the comfort of their own homes.
Some 117 million visits to retail websites were estimated to have been made yesterday in the UK, with today's figure set to rise to over 118 million.
Experian said that between December 24 and 26, some 45 million hours would be spent shopping online.
By the end of December, it is estimated there will have been three billion visits to retail websites in the UK, which will be the first time that figure has been reached in a single month.
The information services company said this proved consumer spending habits are changing, with more and more people looking to spend money on Christmas Day itself.
James Murray, digital insight manager at Experian, said: "Christmas 2013 has consistently outperformed 2012 on virtually every single shopping day this December, with online visits from Christmas Eve through to Boxing Day up from last year, a record breaking Cyber Monday and the emergence of the even busier Middle Cyber Monday.
"Shopping habits are changing, with Christmas Day becoming a significant shopping day during the period.
"As a result, we anticipate a more sustained shopping pattern during this period, moving away from the traditional peaks and troughs usually evident during holiday season."
Bluewater in Kent has been preparing for a continued uplift in footfall, predicting more than 800,000 people through their doors between today and New Year's Eve.
All signs are pointing to a strong sales period, with sales of Bluewater gift cards up by 10% and anecdotal evidence confirming that many will redeem them in the sales.
Robert Goodman, Bluewater's general manager, said: "We are ready for a bumper Boxing Day this year. With the strongest retail offer to date, with 50 new brands launching with us this year, we are expecting visitor numbers to be on a par with Boxing Day last year.
"This will begin what is likely to be our busiest six days of the year.
"The day will be dominated by bargain hunters taking advantage of offers from Bluewater's unique line up of leading UK and international brands, and families.
"Many will also make a day of it, enjoying a film and then finishing with ice-skating or a meal at one of our 50 restaurants."