Ayse and Michael Ally and their 17-year-old daughter Selin, of Frankston, stayed up all night in order to make an early start on shopping.

Ayse and Michael Ally and their 17-year-old daughter Selin, of Frankston, stayed up all night in order to make an early start on shopping. Photo: Penny Stephens



Crowds gathered well before the 5am opening of the city's Bourke Street department stores, and the foot traffic remained heavy throughout the day across Melbourne as


bargain hunters trawled for great deals.


By 5pm on Wednesday, 140,000 people had passed through Melbourne Central shopping centre, which was expecting a total of more than 200,000 visitors before its 9pm closing time, up from last year.


Early-morning bargain hunters are first into Myer.

Early-morning bargain hunters are first into Myer. Photo: Penny Stephens



International student Kimmy Lou stayed up all night to be one of the first in line at Myer at 5am.


Two hours later she had bought some clothes and accessories but was still in the market for an iPad.


"I feel tired but I want shopping," she said.


She had a kindred spirit in Frankston teen Selin Ally, 17, who had also skipped sleep to be at Bourke Street with her mother and father three hours before doors opened.


The family were among many who were disappointed at the level of discounts offered, particular at the big department stores.


Ms Ally was surprised top-selling make-up line MAC was not marked down, while Suki Chung from Hong Kong said she had noticed most items were only about 30 per cent off.


“If they were 50 per cent off it would be better,” she said.


Myer said its discounts were probably “on par” with mid-year sales. David Jones Victorian manager Lyn James said its discounts were also similar to the mid-year sales, although it had more stock on sale on Boxing Day than any other day.


Ms James said David Jones had noticed an increase in men out looking for a bargain. “Traditionally shopping is a woman's domain, but [on Boxing Day] it was probably 50/50,” she said.


“There's a lot of boys shopping with boys … They seem to be really comfortable.”


Dick Smith director of operations Armando Pedruco said tablets, mobile phones and remote-control cars were popular items at the electronic retailer.


He had also noticed an increase in online store visitors, although many appeared to be using the website to “research” their purchases.


As usual, some of the best discounts to be had were in the Christmas sections, with $4 decorations on sale for as little as 50 cents.


Caroline Springs mother Jessica Lambous bought about 500 baubles for her 2.4-metre tree. “We'll probably put them in the cupboard or garage,” she said.