Thousands of shoppers have descended on stores around the country for the annual Boxing Day sales.
Retailers are predicting that Australians will spend about $2.5 billion today alone.
Hundreds of people lined up outside the major department stores to be first in for the post-Christmas bargains.
In a break from tradition, major retailers Myer and David Jones launched their Boxing Day sales online yesterday.
The Australian Retailers Association's Russell Zimmerman says many shoppers are buying their goods online, even on Boxing Day .
"I think it's great to see retailers getting into an omni-channel space," he said.
"Obviously for consumers who are time-poor, it allows them to get through, have a look at those goods that they would normally have to rush out to the shops and look at." But the manager of Melbourne's Chadstone Shopping centre, Daniel Sutton, says many shoppers still enjoy coming in to touch and feel products before they make a purchase.
"I think the whole Christmas period including Boxing Day is a very important period for retailers," he said.
"Generally they'll make up [around] 20 per cent of their annual turnover in this month." Myer and David Jones in Melbourne and Sydney opened their doors at 5.00am, with some shoppers queuing since 6.30pm yesterday.
The two retail giants are expecting to sell more than a million men's shirts each and hundreds of thousands of women's shoes.