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The doors open and the crowds rush in.
It's the Boxing Day holiday in Britain and the first day of sales after Christmas.
In London's main shopping district in the West End, retailers hope to make more than 70 million dollars of sales in just one day.
Fears over the recession seem to be fading - at least here in Selfridges department store.
(SOUNDBITE) (English) SELFRIDGES RETAIL OPERATIONS DIRECTOR, SUE WEST, SAYING:
"We've seen some great spending, we've seen a lot of international tourists so whilst we talk about a UK recession you can see today there's a lot of Chinese customers here and they're therefore not necessarily feeling the pinch the same as the UK customers are and we're truly an international business so we get the benefit of both."
Similar scenes played out on the other side of the world as Australians braved the crowds to grab a bargain.
Doors opened early as shops were desperate to make up for lacklustre spending in the run-up to Christmas.
Lily Grimes, Reuters