While most of us were tucked up in bed this morning, bellies full of Christmas food and booze, some people decided to get a jump on the crowds and started hanging around waiting for shops to open.
No, really.
Whereas most of us couldn't imagine anything worse, Boxing Day sales are a huge thing and have a massive effect on the economy. Today alone, people in the UK are expected to spend around £4bn.
That means that if you want to get in quickly to ensure yourself a piece of the action, you had to get up at the crack of dawn - or before - this morning to brave the chilly conditions and wait for shops to let you in.
So, as early as about 3am in Birmingham, expectant shoppers began to dutifully line up outside the various outlets offering large discounts to those willing to put the effort in so soon after the Christmas festivities.
In North Tyneside, as many as 3,000 people queued up at the Silverlink Retail Park, and in Cardiff, hordes of folks gathered to wait for Next's sale to start.
But, it all paid off for some as they managed to get in and get whatever it was that the wanted to get their hands on.
Speaking to The Sun, friends Hollie and Julie - who started to queue outside Next in Liverpool at 5.45AM - said: "We come every year, it's like a tradition, but we have been buying less as years go by because we're trying not to consume as much for environmental reasons.
"My children used to get piles of stuff for Christmas but now we try and limit it to three or four presents."
Another shopper, 30-year-old Sian from Bootle, found herself outside Liverpool's branch of Lush hoping for a bargain.
She explained: "It's 50 percent off all the Christmas gift sets so I'll spend about £200 and get about £400 worth of stuff.
"I get here at 6.30am every year and normally the shop doesn't open until 11am. I've layered up, so I'm not too cold!"
According to the Centre for Retail Research, the total spend on Boxing Day is expected to fall this year, but - if the stats are to be believed - Brits will still drop £4.4bn on bargains today.
That will make it the third-biggest shopping day in the history of the UK.
Whether that makes it worth queuing up outside a Next in Newcastle for ages remains to be seen.
Featured Image Credit: PA