AS soon as stores shut on Christmas Eve, an early stocktake sales bonanza will begin online.
Department store David Jones is jumping the gun on rival Myer and starting its Boxing Day clearance from 6pm tonight, its earliest time ever, in a historic move to cash in on the internet boom.
Myer's online sale starts from 9am tomorrow.
David Jones boss Paul Zahra said this year's stocktake sales would be unparalleled in the company's 175-year history as it competes on the global stage.
"Given our enhanced online capabilities and extended trading hours nationally, this
year's David Jones clearance event is our biggest ever," Mr Zahra said.
Dick Smith's online discounts also start from 6pm tonight, while Target's launch from 12.01am Christmas Day.
The annual blockbuster stocktake sales will see prices slashed by up to 60 per cent at Myer and up to 50 per cent at DJs.
Tony Kiernan Christmas shopping for his children at Chadstone. Source: News Limited
Myer stores executive general manager Tony Sutton said online would have almost double the items available last year, with most of the 100,000 products offered on special.
"It's for people who like to beat the crowds," Mr Sutton said.
He said Myer's online launch was left to Christmas Day, instead of Christmas Eve like last year, to ensure the website was fully loaded. Traffic was expected to spike before and after Christmas lunch.
David Jones will feature just over 120,000 items online compared with 80,000 last year. It expects bumper internet Christmas Eve and Christmas Day business.
Mr Zahra said customers heading to this year's sales could fully capitalise by buying on mobile phones, iPads, desktop computers as well as in store.
"Our online offer is the most comprehensive in our company's history and on par with international department stores."
For customers who still prefer the traditional form of blockbuster sales shopping, the department store titans open their flagship Bourke St Melbourne stores from 5am on Boxing Day.
The first bleary-eyed 100 customers in the Myer CBD queue will be handed "gold tickets" from 4.40am containing random super specials. These include a $50 wide-screen 3D television, down from $1299, a $10 men's suit reduced from $400, and a $100 sofa normally priced at $999.
The first 500 customers will also be treated to a panettone, biscotti and coffee breakfast.
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