Bargain hunters are set to flock to the high streets in their thousands today as shops open for the Boxing Day sales.
Shoppers had already started queuing before 7am to ensure they were first in line when the shops open.
Harrods kicked off its winter sale with the promise of mugs of hot chocolate, smoked salmon canapes and blankets to keep people warm in the queue.
They were serenaded by a string quartet and be treated to a performance by a street magician.
However, online sales are predicted to steal away some of the crowds.
House of Fraser, Harvey Nichols, Debenhams and John Lewis all launched their sales online on Christmas Eve.
Shopping habits are changing, according to analysts A survey by Barclaycard found that almost a third (31%) of shoppers had planned to scour the web for bargains on Christmas Day, but only 27% are expected to make the trip to the stores on Boxing Day.
Consumer expert Jasmine Birtles, from Moneymagpie.com, said it's an act of "desperation" that large brands are clamouring for Boxing Day sales.
She said: "I think it's a mark of desperation that even the big names are going, 'look, we're on sale now, come and spend your money with us before you spend it anywhere else'.
"Because I think the shops are very aware that people have limited budgets now and they want a piece of that budget before anyone else does."
Some 117 million visits to retail websites were estimated to have been made on Wednesday in the UK, with Boxing Day's figure set to rise to over 118 million.
Despite the change in shopping habits, today's sales are still expected to bring in around £2.6 billion, according to Verdict Research.
Robert Goodman, Bluewater's general manager, said the shopping centre had prepared for a "bumper Boxing Day" this year.
"With the strongest retail offer to date, and 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."
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."
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