THEY say it's the season to be jolly – unless of course you're queuing on a freezing footpath somewhere near the entrance to a shop at six o'clock on St Stephen's Day morning.

Festive cheer is in short supply here. There is no fireside heat, no Christmas lights, no mulled wine or festive spirits; there is only the chance of snapping up some bargains.

And so, in an all-but-abandoned city cast in festive lights and shop shutters, this is Christmas.

"This is crazy; these people are crazy coming in here," said Polish girl Celestyne Grzegowska, who ducked into Next on Grafton Street on her way to work with friend Dagmara Sobiechowska.

This was ground zero for Dublin's post Christmas sales which kicked off at 7am yesterday. Up to 50 people mingled outside the doors blowing into hands and stamping feet.

There was no orderly queue or 'first in get's the prize', just bargain hunters eager to get their great commercial caper underway. Well, some of them anyway.

"It's still there during the day," protested Celestyne.

"We just went in and it's not good, there is nothing – but we only looked for about three seconds. It's amazing because it's the last day of Christmas and they are queuing here."

And there was no shortage of disillusionment. For every bargain hunter there is a bah humbug.

Christy, from the inner city, who had dropped his wife into the store sensed a conspiracy.

"It's the English shops dictating to the rest of us when to open and on this day as well," he said, shaking his head at those strolling into the bright lights and warmth.

"Some of them had no intention of opening until all the other shops opened. They are cutting the family holiday; soon there won't be any left."

Seven hours after the event it's little surprise some people find things starting early this year. However, for many it was a chance to stock up and it's not that early to everyone.

Self-confessed shopping enthusiast Jamie O'Neill (17) from Palmerstown couldn't wait.

"I knew this one was starting at 7am and the rest of them are starting at around nine. I love shopping. I was happier they started a day earlier this year because there was less time to wait," he said.

"You would find that a lot of things are less than half price. So for a family coming in they could save a lot for the year."

Not everybody is bothered by an early start. Hazel Evans from Malahide was intent on getting a year's worth of supplies for her children in whirlwind fashion.

"I have two small children so I come and buy their clothes, not only for the saving but so I am organised and when it comes to summer or winter I open the cupboard door and the clothes are there. I try to get it all done in one go; I blitz it," she said.

John Smyth (35) from Raheny wasn't too bothered either. "I'm up early anyway. I'm the kind of guy to get up at about eight and I don't mind the sales," he said.

"If you want to get some use from the sales do and if you don't you can ignore it. It's actually not that bad in there; it's very civilised and calm.

"I was at one before where I had to queue for about 50 minutes just to pay.

"I'm in for the baby clothes for next year. I have a three month old so I thought I would come in and get some stuff for the year. Now I'm going back to bed."