BRAVE bargain-hunting Brits battled bitter Boxing Day temperatures as they queued up for the much-anticipated sales.
Wrapped up in thick coats and scarves, shoppers flocked to stores across the country to return presents and cash in on the festive reductions.
Boxing Day sales are famed for delivering some of the best discounts each year – becoming retail’s biggest clearance event.
Brands will often slash prices to clear Christmas stock and make room for the new year.
For shoppers, it means huge money off fashion, tech, beauty, homeware and gifts – often at prices not seen again until the summer sales.
It is also an opportunity to return unwanted or ill-fitting Christmas gifts as shops re-open for the first time since the big day.
And this year is no different – with customers seen joining huge queues in shopping centres and stores up and down the UK.
A long line of families were spotted wait for Zara to open in the Bullring Shopping Centre in Birmingham this morning.
Meanwhile, a small army of shoppers – wrapped up in coats and hats – could be seen at the entrance of Selfridges in central London.
For many retailers, Boxing Day sales kick off just after midnight.
This is when major online players like Amazon, Argos and department stores such as John Lewis refresh their websites with new price cuts.
Stock levels are typically fullest today, making it the best time to shop.
Some deals end on Boxing Day itself, while others can roll on into winter or the January sales.
If an item sells out early, it’s unlikely to be restocked, so experts recommend buying as soon as you see the price drop.
Despite its shopping reputation, Boxing Day dates back to the 1800s during Queen Victoria’s reign.
Traditionally, it was the day when servants and tradespeople received “Christmas boxes” of gifts or money from employers.
It is a far cry from today’s checkout queues and midnight alarms.
Boxing Day timeline
Retailers now quietly launch deals before Christmas Day, and one major name has already pulled the trigger.
Currys’ Boxing Day Sale officially launched on Christmas Eve, giving savvy shoppers a head start.
The retailer is offering up to 40 per cent off thousands of tech and home essentials, with everything from hair tools to coffee machines reduced.
Shoppers can also cash in on Currys’ Cash for Trash scheme, getting £5 off a £25 spend when recycling old tech.
And the retailer’s Price Promise also means you won’t find the same item cheaper elsewhere.
Standout deals include a £150 saving on the Dyson Airstrait, now £299, £170 off the Dyson V12 Detect Slim Submarine vacuum, down to £429.
Coffee lovers can score £80.99 off the De’Longhi Magnifica Start bean-to-cup coffee machine too.
Holland & Barrett’s Boxing Day sale is already live, offering discounts of up to 50 per cent across nearly 6,000 products in-store and online.
The event runs from December 23 to 30 and includes cult favourites from Weleda, Cadence and Optimum Nutrition.
It also offers up to 60 per cent off Manuka Honey and big savings on supplements and electrolytes ahead of the January fitness rush.
Most online sales are already in full swing this morning.
Shoppers can expect up to 50 per cent off beauty at Boots, tech deals at Currys, discounts at Ikea and fashion reductions across the high street.
Luxury shoppers can also find strong online offers from Harrods, while wellness, toys and home goods see some of the biggest cuts of the year.
For some stores though, the major sales will launch tomorrow.
Next’s in-store sale launches at 6am and is one of the most anticipated shopping days of the year, with queues typically forming before sunrise.
Expect heavily reduced fashion, shoes and homeware – but once it’s gone, it’s gone.
Superdrug is also hosting a January sale, offering 50% off beauty favourites and everyday essentials at ‘unmissable prices’.
