Meadowhall bosses have reported a rush on running shoes and cycling accessories since its doors opened for the sales.
Around 160,000 people have taken advantage of the discounts since retailers opened up from as early as 6am on Boxing Day.
Boxing Day bargain hunters queued from as early as 2am and there were almost 20,000 visitors in the shopping centre between 1pm and 2pm.
Darren Pearce, Meadowhall’s director, said: “Sales of party wear and home furnishings were strong, with people preparing for New Year’s Eve and looking to give their home a little makeover, but what has been really noticeable this year is the increase in sales of sporting accessories and clothes.
“The consensus is that people are looking to get involved with sporting events coming up in 2014.”