Shoppers have been out in large numbers this week snapping up everything from jewellery to shoes in deeply discounted sales throughout the Island.“I bought five pairs of shoes for $230,” said one happy shopper after her visit to Boyle’s on Queen Street. “Two pairs of long boots, one short, a pair of flats and slippers. Can’t beat that!”A look through the newspaper will show advertisements for 30-75 percent off clothing, household items, Christmas decor and more. As retailers are trying to grasp the last of the holiday shopping season with discounts, customers are loading up on the deals.William Boyle, owner of Boyle’s and Trends, said his stores have seen a lot of traffic since their sales started on Wednesday.“We’ve been very busy,” he said, adding that the sale will run throughout January with discounts getting deeper as the month goes on. “We always have a sale right after Christmas, people wait for us to have it.”A.S. Cooper is offering up to 60 percent discount on selected items, Gibbons up to 75 percent, Marks & Spencer up to 50 percent and Lusso up to 60 percent on their designer brands. Even car dealerships are getting into bargains with Rayclan offering $1,000 off their Chevrolet Spark.However, deep discounts are nothing new for the larger retailers, said Paula Clarke, chairman of the retail division of the Chamber of Commerce and CEO of Gibbons Company.“Deep discounts have been the norm for many years, the difference is that there is greater awareness than ever before as to what is available to buy locally and bargains to be had,” she said.She added that the success of Black Friday and early store openings in the run-up to Christmas, showed the “dedication of retailers to provide good value and react to what customers are looking for.”While some stores may have usually held post-Christmas sales in prior years, it’s a new direction for other retailers.Cecile’s advertisement states their 75 percent off designer sale is “unprecedented”, while jeweller ER Aubrey is offering a store-wide 30-60 percent sale starting January 2 for the first time. Others are deepening their discounts further than they ever have before.“At the moment, people are responding to discounts,” said Julia Currelly, fashion director of TESS Ltd, adding that the timing of their sales for all four of their stores have been driven by others in the retail community who have offered sales early.“It’s a way to get people in the door,” added owner ER Aubrey owner Linda Adderley. “It’s a way to create revenue and create some excitement.”She said that customers can upgrade gifts they received or put items on layaway and get the cash price.Retailers outside of Hamilton are also getting into the action. Women’s fashion boutiques, Size Wise and Seasons in Paget, are having a storewide, 30-60 percent off sale.While their sale is an annual event, the stores’ owner Bruce Mayor has upped his usual 30-50 percent discount to 30-60 because of the competition in town.His strategy seems to be paying off.“It’s been going well,” he said. “We’ve been busy. Usually around lunchtime we see a lull (in people in the store) but it’s been steady.He added that he’ll up the discounts throughout January.Customers may see sales stretched out through the first month of 2012 as retailers brace for the slow shopping months ahead.“I think every retailer will tell you that they will lose money in February, even the hotels,” said shoe retailer Mr Boyle.