Retailers are hoping this Boxing Day will better last year's flat performance.
In Bourke Street, the big department stores opened their doors at 5am followed by other retailers at 8am.
At Swarovski, there was a 15 minute in-store limit for customers wanting to make purchases.
Thao Nguyen, from Docklands, started her shopping at 8am and was in line at Swarovski and waiting to go in at 9am.
"I haven't had to wait before, but I'm happy to wait today because there are a few things I want to get as presents," she said.
At David Jones, over one million mens' business shirts and 115,000 pairs of women's shoes are expected to be snapped up. Towels [250,000], handbags [30,000] and sunglasses [23,000] are also among the popular items.
For mother and daughter pair Cathie Smith and Emma Stanislas, the Boxing Day outing was a day of two halves. The morning was dedicated to snapping up bulky items at the department stores, while the men minded Emma's two-year-old. Then, in the afternoon, when the men went to the cricket, and the two-year-old to the shops, it was about smaller purchases.
Shopping with a child had increased the appeal of online shopping for Emma.
"It's a lot easier to concentrate when shopping online when you've got a small child," she said.
"But, at the same time, you don't get to look and touch things and, also, run the risk of having to return things if they're not right."
Victorians are expected to out-spend their state and territory counterparts with the Australian National Retailers Association tipping $588 million will be spent in the state on Boxing Day.