Fenwick opened its doors to hundreds of eager shoppers as bargain hunters scrambled to get their hands on exclusive discounts.
The annual Mercury reader event, now in its 11th year, attracts hundreds of people, keen to get great deals on everything from handbags to perfumes to bath towels.
During the four-hour frenzy, Fenwick slashed the price of everything in the store by 20 per cent.
Staff said they also expected to go through 90 gallons of mulled wine and 5,000 mince pies, all given to customers for free.
Last night, men, women and children queued around the block as they waited for the doors to open at 5.30pm.
Jennifer Joannou, 62, from Evington, was first in the queue with her husband Mike.
She said: "I've been coming here for the Mercury Fenwick event since the first year it started.
"I love the fact that I see the same people every year and the comradery - there a Dunkirk spirit among the shoppers."
Her husband Mike, 66, said they were using the opportunity to buy Christmas presents for each other.
He said: "I can confirm that my wife is Fenwick's best customer - I've got the bank statements to prove it."
