Bargain hunters flooded the streets of Oxford today as the Christmas sales got into full swing.

Shoppers took advantage of reductions on goods, which in some stores saw prices slashed by as much as 70 per cent.

Rebecca Stevens, 21, of Charles Street, East Oxford, said she had arrived at 7am to make sure she got a bargain.

Miss Stevens said: "It has been so busy in the shops today, but it's worth it when you get a good deal. I managed to get a dress for £60 that was £100 before Christmas."

John Bevin, 37, of Staunton Road, Headington, said: "I just came in today to buy a new flat-screen television. It was still expensive, but with £100 knocked off the price it made the difference between me being able to afford it or not.

"It has been quite manic in town today, everyone is looking for a bargain. I can't wait to get home."

Phil Lyons, manager of Marks & Spencer, in Queen Street, said the shop had been "incredibly busy" and had hit its estimated daily sales target by noon. He added: "We opened at 6am, which is earlier than in previous years, and from then on we were rushed off our feet. It has been the biggest sales day we have had for a number of years."

At Waterstone's bookshop, in Broad Street, manager Colin Shone said: "We have been very busy today and our sales have been broadly in line with expectations."

He admitted high street stores were now having to compete with competition from the internet.

However, he added: "I don't think that this has cannibalised our business, as people still like to come into the shops to browse."

Graham Jones, spokesman for the Oxford High Street Business Association, said: "From the feedback I've had, everyone has said it has been very busy today."