BARGAIN hunters flocked to Oxford to take advantage of large discounts in the Christmas sales.

Some chains including PC World and Currys opened on Boxing Day but for many stores, including M&S and Next, their sales started on Wednesday.

The city's main shopping street, Cornmarket, was busy, but it was not packed with shoppers early in the morning, and the numbers increased towards lunchtime.

There were no lengthy traffic jams on major routes into Oxford, including Botley Road, and some shoppers said they had enjoyed a pleasant shopping trip because stores were not overcrowded.

So far, retailers across the country have had a poor festive season, discounting heavily to tempt customers and, according to research organisation Footfall, shopper numbers are 43 per down on last year so far. But Wednesday brought a steady stream of shoppers into Oxford, and retailers are hoping for a busy trading period to end the year on a high.

Bill McCardle, a spokesman for Oxford city centre management company OX1, said: "My own expectation is that there will be no mad dash over the next few days - it will be steady and that has been the trend throughout the past 12 months.

"Shops have had a very busy few days leading up to Christmas and they are expecting a very busy weekend as well, with the sales continuing into next year.

"The pattern of sales has changed over the years because traders now have sales throughout January.

"I was in Reading last week, and traders there too are lengthening their sales to try to shift the stock.

"Trade is very steady, people are spending money, particularly on clothes, and people are also looking for a bargain with electrical goods. Traders say they have had a perfectly good Christmas - nothing dynamic but it is consistent."

Michelle Fraemohs, 22, a mother-of-two from The Oval, Bicester, visited Next, New Look, and Ann Summers in Oxford and was delighted with her bargains.

She said: "I got a long cardigan in Next which was reduced from £60 to £15, so that was a pretty good discount.

"I bought clothes for myself and one or two bits and pieces for my daughters Georgia, who is four, and Summer who is two, and some computer games for my partner.

"I must have spent about £180 and it was a good shopping experience - it wasn't too crowded and it felt more like a normal shopping day, rather than a big sales day."

Paul Hartle, 35, an architect from Cowley, bought some saucepans in Debenhams and some clothes for work in Next.

He said: "I reckon I spent about £60 with the goods reduced from about £90, so I am very happy with the discounts.

"I cycled in from Cowley, so I didn't have to worry about parking charges."

David Stagg, 63, from Gloucestershire, who is staying with his daughter in Botley, spent £90 in Next, Debenhams and Argos.

He said: "I bought a jumper, some pyjamas and some webcams. There are discounts out there but not for the really good stuff.

"My wife Judy will probably spend more than me because we have 12 grandchildren and she tries to pick up presents for their birthdays in the sales."