Following the leak of an official document last week, Smyths Toys has finally confirmed that it's launching a huge sale on everything from toys to baby products.
Having all kicked off this morning, the entertainment retailer is giving all shoppers £10 off every £50 they spend.
So if you spent £100, you'll get £20 off, whilst customers treating their family to £150 worth of goods will get a £30 discount - essentially a good 20% off.
The only downside? It's only available in store.
It's also bad news for FIFA fans, as the offer also won't work on video games and consoles, so you won't be able to use the £10 off deal for a tenner off the new FIFA 20. Gutted.
However, it does mean that you can bag money off brand new items that have only just been released, and aren't on offer anywhere else right now, such as the brand new Friends LEGO set, now £54.99 rather than £64.99 in store, and the Star Wars Millennium Falcon collector set, now £519.99 (was £649.99).
Keen shoppers have been eagerly watching the Smyths website since yesterday, and posting news of their bargains from the sale event on deals forum HotUKDeals.
One shopper who came out with a hefty bag of items suggested that the deal is best spent on LEGO products, with 20% off rarely being discounted from new LEGO sets elsewhere.
The user, named tonybarnes27 posted a picture of his haul on the forum, alongside the caption "Just had to pop in for these finally!!! Also bought all the Xmas Lego for the wife and kids!!!! Biggest bill ever for Lego but 20% is a good saving!!!"
However, not everyone is as impressed, with a few others saving the Joie Multiply 6-in-1 highchair in their basket, ready to be first to bag a discount at midnight.
However, once the clocks changed, eagle-eyed parents noticed that the price of the high chair went up, rather than down, changing from £109 to £129.99 overnight.
Whilst there's no extra discounts involved, Argos are currently the cheapest place to buy the high chair, as they have it for £20 off right now, at £109.99.
