At the opening on Saturday, more than 1,000 people were in the queue in front of the new Primark store in Belfast.
In front of the new store at the Commonwealth House, which opened at 09:00 GMT, crowd control measures, including pinch barriers, have been implemented.
The retailer returned to the city four months after destroying its flagship store in Bank Buildings in August.
"It's like Christmas is coming early – I'm excited," said one buyer.
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