We say the same thing every year but we'll say it again to round out the decade on a familiar note: we're so happy to be smug/snug indoors in stretchy pants, elbow-deep in a box of Celebrations and propped up by sheer will power alone than out on Grafton St. today.

It's a familiar feeling that we dare say has now become a tradition, and that feeling is all thanks to the Brown Thomas sale, which once again kicked off with absolute scenes.

Crowds gathered from early this morning to be first in the door when the luxury department store opened its doors at 9am, and this is what that looked like.

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured are Customers today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured are Customers today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured are Customers today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Dare we say it looks calmer than previous years? Sure look how delighted everyone is.

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured are Annika and Marie age9 Weber from Dublin today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured is Ali Doogan from Dublin today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured are (LtoR) Lily Walsh, Ciara Browne and Megan Ross from Dublin today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured is Liv Judd from Canada today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured are (LtoR) Winifred and Margaret Noone today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Brown Thomas sale26/12/2019 Brown Thomas Sale. Pictured is Marta Kirwan from LA USA today (26th December 2019) at the highly anticipated Brown Thomas Sale.
Photo: Sasko Lazarov/Photocall Ireland

Merry capitalism to all, and to all a good night.