If you're heading to the Black Friday sales today, many people may have beaten you to it, as retailers slashed prices in the run-up to the sale.

Experts say shoppers are enjoying discounts already, as many retailers have cut prices early to tempt the bargain hunters through their doors.

However, savvy shoppers are expected to spend millions during the sales today and over the weekend with some shops discounting their goods by up to 70%.

In fact, up to €26million is expected to ring through the tills in Ireland in the next few days even as cash-strapped shoppers budget more carefully this year.

A return to actual shops instead of online shopping is expected to create a festive feel this year.

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Duncan Graham of Retail Excellence said: "People have been spending earlier than they would have done in previous years so they're not left with a surge at the end of the year.

"Seasonal products, things that you buy to put under the tree, certainly seem to be moving earlier, and that's because of inflation - they've got less money to spend.

"The savvy customer has been putting a little aside since the end of the school holidays so they're not running into trouble in December."

For retailers it is one of the busiest periods, beating the New Year sales, with a recent survey showing 91% of Christmas shoppers will get the bulk of their present-buying done during the period.

The same survey found 64% planned on making their purchases in-store compared to 36% opting to buying online, in a shift from the Covid years when online shopping was king.

Over the entire festive period, shoppers will spend a staggering €4.5bn in total.

EY Ireland's retail expert Colette Devey said: "Many retailers [are] seeking to tempt shoppers to bring their purchasing forward through a combination of heavy discounting and an earlier start to the traditional Black Friday trading period.

"However, with the recent trend of conscious consumerism much in evidence over the past few months, and the implications of the cost-of-living crisis affecting people's buying behaviour, it will be interesting to see how prolific consumer spending will be around the Black Friday sales."