Just a few short weeks ago, Black Friday saw Brits fighting in the aisles as they rushed to grab the biggest bargains, but for those that missed out, there's good news - the sales are starting two days early.
Slashed prices usually not seen until Boxing Day are being offered by some of Britain's biggest retailers, with Debenhams, John Lewis, Next and Marks & Spencer all launching online sales on Christmas Eve.
According to online retailer association the IMRG, cyber-shoppers are expected to log on throughout today in a bid to get their hands of discounts of up to 70 per cent. And it won't stop there. On Christmas Day itself, the hung for bargains will continue, with experts expecting 142 million visits to online stores to record a massive £636 million spend.
It is thought retailers are desperate to shift stock and bump up profits by offering discounts on everything from TVs to kitchen gadgets because Black Friday and Cyber Monday only served to encourage shoppers to do their Christmas shopping early.
The rush for bargains meant many have had no need to hit the high street, leaving retailers with below average sales throughout December.
Julie Palmer, from business consultants Begbies Traynor, told the Daily Mail: "As Christmas shoppers move online for the best deals and appear to be buying less for less, all UK retailers have been drawn into a vicious discounting war, slashing prices and therefore profit margins in a bid to compete."
Will you be logging on to snap up bargains throughout Christmas? Leave your comments below...