STORES in Swindon have reported cracking Christmas profits despite talk of a recession.

Shoppers have been spending more than ever and will be rewarded with some of the best sales the town has ever seen.

Debenhams manager George Copplestone reported record sales in the four days before Christmas.

He thinks they reflect a trend for residents to shop in town rather than travel to neighbouring Bath and Bristol.

He said: "There are other factors to consider too, like Sunday shopping which is popular with families and the regeneration of Fleet Street."

Stores also reported changing shopping patterns.

While some people started to buy back in October, others waited until the last few days before Christmas to buy gifts and other festive goodies.

On Saturday the Evening Advertiser revealed that frantic last minute shoppers had brought the roads around Swindon centre to a standstill.

By Christmas Eve custom had slowed down, giving shop staff a chance to prepare for the post Christmas sales.

Rob Jacks, store manager at Woolworth's said: "It's been very buoyant as expected.

"We had a very good November which indicates that people started their Christmas shopping earlier.

"I think there will be a lot less disappointment this year because people would have managed to get hold of everything they wanted."

The Debenhams sale was among those starting today at 8.30am. Marks and Spencer was opening today at 8am for the start of its sale. The Designer Outlet Village launched its sale yesterday. Centre manager Franco Muccini said some shops were slashing up to 75 per cent off.