Masterton store owners say Boxing Day was even busier.
MiLady Fashions owner Deb Graham-Karaitiana said she was hoping to keep to just four hours on Boxing Day but couldn't close the doors at 2pm as planned because of the constant flow of customers in the store.
"I couldn't get out. I got here at 9.20am ready to open at 10 and it started then. I was open until 3.30. It was bedlam all day," she said. "There is a little bit of confidence out there."
La Fleure Floriste shop assistant Andrea Wolland said they were also run off their feet with shoppers in store yesterday.
"It's been a lot busier than expected. We've had a steady flow."
Ms Wolland said she also felt consumer confidence was slowly rising with people willing to spend money this year.
"People are a bit more confident I think. The town has been really busy. People are beginning to spend a little," she said.
Ornate co-owner Laura Robertson said Christmas Eve was extremely busy and some shoppers were out and about Boxing Day looking for a bargain or two.
"Things are slowly picking up a little. I think people are more thrifty and are sharp when it comes to spending."
Hedley Booksellers owner David Hedley said staff had been busy serving a "steady flow" of customers yesterday.
"There have been a lot of out-of-towners around. It feels busier than last year. We have had lots of people through - lots redeeming book tokens."
It's clear reading is still a popular pastime for many.
"Good quality printed books and children's books are really popular sale items ... We are pretty happy with how it has been," Mr Hedley said.
Shopper Claire Winters, of Lower Hutt, said she always saved shopping for presents until after Christmas because that's when the best bargains were found.
Masterton proved the perfect place to shop, she said.
"It's really nice and quite 'boutiquee' here."
Paymark Eftpos figures for the Wairarapa show people are opening their wallets with Boxing Day sales figures showing spending is up 17.2 per cent in the region for the day.
On Boxing Day last year, $1 million was spent through Eftpos machines in the region and this has risen to $1.2 million in 2013.
Christmas Eve spending was up 16.6 per cent in the Wairarapa from $2.3 million in 2012 to $2.6 million this Christmas.
Paymark head of sales and marketing Paul Whiston said nationally Christmas Eve was the biggest day on record with $238.4 million spent on Eftpos transaction - 18.5 per cent on 2012 Christmas Eve spending. The network saw the highest ever number of transactions - 4.35 million, he said.
"Christmas Eve this year smashed all records."
Things were looking up for retailers with the spending continuing Boxing Day, resulting in a $14.4 million increase on last year's Boxing Day spending, he said.
"To come off the back of a high like this and to see the busiest Boxing Day that we've ever seen, is hugely positive ...
"It's also an indication that consumer confidence is high due to the improved economy we're seeing at present - a win-win for retailers as far as we're concerned."
Wairarapa saw an extra $200,000 injected into its economy this Boxing Day, Mr Whiston said.
Paymark processes about three quarters of all of New Zealand's electronic transactions.
