Bargain hungry shoppers were queuing at dawn today to be first through the doors for Ikea’s birthday sale.

The Swedish superstore is celebrating 21 years of trading in the UK and is offering its customers 21 per cent off their shopping for today only to mark the occasion.

Shoppers queued right round the perimeter of the landmark yellow building, just off the M6 in Wednesbury, in readiness for the special 6am opening today.

And first in line was 58-year-old Margaret Hordley from Shrewsbury, who had braved the early start to grab a bargain new kitchen. “I got here at 5am and I was the first one to arrive” she said.  

“I must admit I felt a bit silly but for 21 per cent off I think it should be worth it.

“It’s the first time I’ve ever done anything like this, I’ve never queued for a sale at Next or anything like this.  

“I know what I want though so I’m looking forward to getting in.”

Around 30,000 shoppers were expected to visit the store today – a figure which is around three times the footfall of a usual Saturday, which is one of the store’s busiest trading times.

Overflow car parks have been set up and Sandwell Council’s highway engineers have re-phased the traffic lights to ensure a steady flow of motorists can access the site.

Store manager Gary Pearce said: “It’s taken a lot of planning and we’re expecting it to get a bit hectic but we’ve got 300 members of staff on throughout the day.

“Everyone’s really excited and fired up, it should be a good day.”

The store will be open to customers hoping for a bargain until midnight.