The highly anticipated post-Christmas sale which sees prices slashed by up to 70 per cent finally landed in stores today.
The annual offer includes deals on health and beauty products, with the prices of branded items like Soap & Glory and Child's Farm dropped to as low as £3.75.
Customers were spotted leaving the stores carrying heavy carrier bags, while others queue outside the doors before opening time in order to get their hands on the best deals.
The Liverpool Echo reported that in one local store, shelves were emptied within an hour.
Meanwhile, one customer told Wales Online that she "chased" another shopper who had run off with her shopping.
She said that fights had broken out amongst customers while stock was sent "flying to the floor" as shoppers tried to grab stuff from crates that were being wheeled out by staff.
She added: "I was shoved by someone to get out of the way. Someone also took my things and ran off with them, so I had to chase them.
"People were also grabbing hundreds of items and sorting through them later. Queues for tills to pay were also insane. It was mad. I've never seen anything like it. All to get a bargain."
Colin Pillard, 71, from Roath in Cardiff turned up at the Queen Street branch at 7:15am – 45 minutes before the doors opened.
He managed to scoop at least six bags full of discounted goodies – his daughter had to meet him at the store to help him get them home.
He said that he planned to put the products in the loft until they were needed.
The annual sale is designed to help banish the January blues but it was launched two weeks later than expected this year.
Fans had originally believed that it would keep with tradition an launch on the fourth Friday after Christmas, making the start date January 18.
The delay had left eager shoppers disappointed after hopes of bagging an early bargain were dashed.
Unfortunately, the deals are only available in stores and last as long as stocks last so the chances are that the best stock has already been snapped up.
Fancy a freebie? We've put together a guide to how you can get your hands on free stuff from shops like Boots, Tesco, Marks & Spencer and The Body Shop.
Loyal customers should think about taking out a Boots Advantage card – the retailer often runs promotions that offers shoppers the chance to boost your points.
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