Surely only the most dedicated bargain hunters leave their house on Boxing Day to seek out the best deals in the post-Christmas sales.
Because if you've ever done it, you'll know it's always packed, the best stuff's gone by lunchtime and, more importantly, you're missing out on your Christmas leftovers sandwich.
So hats off to these guys for saying no to browsing Amazon in their PJs and instead hitting the streets.
That's the queue to get into Harvey Nichols in Edinburgh. We hope they were suitably rewarded for their dedication.
Those out even earlier in the Scottish capital found their bargain hunting was hampered by snow.
Over in Dublin...
Fancy some shoes? It's probably worth avoiding this very busy branch of Selfridges...
If getting squashed while looking for handbags is more your style, Harvey Nichols has you covered...
Meanwhile, in Leicester, bargains were bagged in a very literal sense.
It was all getting a bit much for some.
Some people were loving it though.
But for the real bargain hunters, the only place to go was the supermarket.
Now that's some smart shopping.