TILLS were ringing across East Lancashire yesterday as the Christmas sales season got into full swing. Bargain hunters descended on stores, some of which opened as early as 5am, to snap up cut-price goods.

All major stores and town centres reported business was brisk, a trend analysts believe is down to people becoming cost-conscious, preferring to get value-for-money in the sales in the face of rising household debts.

Blackburn Shopping Centre manager Arthur Wilcox-Wood, said the multi-storey car park was full by noon and the centre was bustling with people.

He said: "It's too early to say just how good business has been, but the signs are very encouraging indeed. I've spoken to all the traders and there are no grumbles whatsoever. I think today has been busier than the corresponding time last year."

The first store to open in Blackburn was Next at 6am and some of the larger stores remained open until 8pm.

At Debenhams, Blackburn, a crowd of about 60 shoppers formed ready for the doors to open at 8am and staff reported brisk business, particularly in the ladies and menswear departments. There were similar scenes at Marks and Spencer in King William Street.

In Burnley, Next was again the first store to open at 5am and took £50,000 during its first four hours of trading as shoppers clamoured for bargains.

Lisa Durkin of Burnley Town Centre Management said the signs were very encouraging when she walked around town.

She said: "Everywhere you go there's people with 'sale' bags and shops full of bargain hunters. It's good to see the wet weather has not dampened anyone's enthusiasm and people seem determined to shop.

"Next was very busy and there was a massive queue outside River Island before that opened."

"I think people have definitely been holding back their pennies for the sales. We had an unusally warm October and November and a lot of clothing shops have extra stock to get rid of so there are bargains to be had."

In Accrington, David Jones, manager of the Arndale Centre reported business was 'very, very brisk' throughout the day while there were queues outside the out-of-town Matalan store on Hyndburn Road before it opened.

Unlike most places, the Boundary Mill complex near Colne opened its doors to shoppers on Boxing Day and both then and yesterday, the car park was full.

Director of the British Retail Consortium David Smith said: "Shoppers have been holding off and looking for those bargains. The message on pensions and savings appears to be getting through and people are becoming more cautious about the money they've got."