They may have saved a tonne on designer gear but who's happier, really?
Every year it happens and every year we feel the exact same thing - baffled, bothered and bloody smug that we're still lounging in stretchy pants eating Celebrations by the handful.
Yes, today was the beginning of the annual Brown Thomas Winter Sale and once again, the scenes were something else.
The doors of the luxury Grafton Street department store opened at 9am, with crowds gathering and queues forming in the early hours of the day.
And if these photos are anything to go by, it looks like no craic at all.
Yep, definitely still happier we stayed at home.