Some 45 per cent of Britons tightened their financial belts this Christmas in order to prepare themselves for the January sales, new research reveals.
And as 2007 draws ever-nearer, findings from Direct Line Home Insurance show that 42 per cent are planning to make savings on clothes and footwear at the start of the year.
Household items, such as upholstery and decorating materials, are also expected to be high on the new year shopping agenda, the insurance company states.
Moreover, the research indicates that Britons are planning on shelling out some £5.5 billion on a new year shopping spree - as the nation aims to take advantage of the many bargains in shops across the country.
However, consumers should be aware that they need to have the relevant insurance for the items they buy, according to Carmel McCarthy, Direct Line's home spokesperson.
"Shoppers may be picking up many bargains this January, but with all the extra possessions in the home this Christmas, it's important that homeowners make sure all of their home contents are fully covered," she warned.
Traditionally, London is a popular shopping venue for those looking for January deals. Many of next month's shoppers will be celebrating New Year's Eve in the capital city.