Boots has finally launched its 70% off sale and shoppers have been queueing since the early hours to take advantage of the post-Christmas discounts.
After weeks of waiting and rumours of when the final discount would commence, the retailer confirmed that Friday, January 31, would see its 70% sale return to stores across the county.
In Liverpool, shoppers have been queueing since 8am for the bargains in a desperate bid to get hold of items first.
On Twitter, one enthusiastic shopper wrote: "The Boots 70% off is today apparently. That is a crowd waiting before 8am to open the store."
And items have been flying off shelves - with images showing entire sections completely deserted, as customers snap up the January bargains.
However others are warning shoppers to avoid heading into store today to avoid the crowds.
Have you been shopping in the Boots sale today? Get in touch: webnews@mirror.co.uk
Ahead of Friday, Boots had already confirmed some of its most in demand gift sets from Christmas would be reduced - including its No7 Silver Illuminated Makeup Mirror, No7 Best Face Forward Collection and Soap & Glory Sweet Tin-Tations.
The massive price reduction coincides with payday for many Brits, which adds to the shopping frenzy as customers attempt to snap up the remaining bargains on offer.
In previous years, the incredible price cuts have included items for as little as 20p, however stock tends to sell-out fast, so anyone hoping to nip to their local store should do so early.
The chain still has plenty of discounts available online for customers who don't want to face the crowds, although the best deals do appear to be in stores.
Highlights include huge savings on No7 beauty and make up goods like this No7 Best Face Forward Collection set, worth £80, but now reduced to £36.
There's also the Oral B Genius Rose Gold 9000 electric toothbrush, which is now £120 - a huge saving of £180 and for anyone looking into home laser hair removal tools the Braun Silk-expert Pro 5 IPL machine is now £282, reduced from £565.
in 2019, customers even came prepared with Ikea bags instead of shopping baskets, while others worked in pairs to grab as many items as they could.
