Surge in secret sales

Dozens of retailers are secretly and unofficially discounting prices in the run up to Christmas by emailing thousands of discount vouchers to potential customers, without advertising them as ‘sales’. The marketing ploy has been used from stores ranging from Selfridges to the shops on Carnaby street, with discounts being mailed to a limited number of people, as a ‘secret’ discount. Stores such as Habitat, Gap and Miss Selfridge distributed coupons inviting shoppers to take advantage of discounts of between 20 and 40 per cent in the run-up to Christmas.

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Running similar promotions are Next, Oasis, Japanese store Muji, Dorothy Perkins and Kurt Geiger, The number of promotions will add to fears that the festive season could be one of the worst on record for the nation’s shopkeepers. In similar vain, brands such as Christian Louboutin, Burberry and Mulberry are Kevin Hawkins, director-general of the BRC, confirmed that many stores are already slashing prices as the festive season begins. ‘There’s more discounting than last year going on at this stage. One of the problems has been the clothing sector, because it’s been so mild,’ he said. ‘This is my 17th or 18th Christmas in retail and I don’t remember one that was easy – and the last few years have all been challenging in one way or another.’ The BRC is expected to say this week that sales edged up only slightly in November, echoing a downbeat survey of the retail sector from the CBI.