Retailers are launching their traditional Boxing Day sales up to 48 hours early in a bonanza for shoppers already enjoying a discounted high street.
A growing list of major stores have announced discounts of 50% or more in sales to start as early as 7am on Christmas Eve.
DIY chain B&Q will offer 50% off all its kitchens and bathrooms from 7am on Wednesday in stores and online, with discounts of up to 75% on some other items.
John Lewis will start its clearance sale online at 6pm on Christmas Eve while Superdrug, the chemist chain, will also start an online sale a few hours later at midnight on December 24 with discounts of up to 90%.
In store, the sale will begin at 9am on Boxing Day. Discounts worth a total of £40 million will be available.
M&S has not confirmed details of post-Christmas discounts but the store has already held two one-day 20% off sales in recent weeks.
Retailers are counting on Christmas shoppers visiting in their droves as they battle to recover from a bleak year.
With three days of business left before the big day, stores are hoping for a busy time at the tills amid claims up to 15 major retailers could be in danger of going under.
Retailers said they predicted a late Christmas rush and have been cutting prices as part of their efforts to persuade cash-strapped Britons to loosen their purse strings.
Many stores reported a surge in sales at the weekend as people ventured on to high streets and into malls to snap up bargains.
