An analysis of 100 high street retailers by PwC shows that 90% of them are currently on sale.
Discounting is spread across all segments of retail, with luxury brands, mid-market fascias and value players all promoting sales, both in their shop windows and on their websites. Average discounts being offered currently are over 60 per cent.
PwC analyst Mark Hudson said: “Following the peak level of discounting in the January sales many stores have continued to promote discounts throughout 2009, to extent that some corners of the UK high street seem to be on constant sale. Discounting will be an ongoing trend for UK retailers for the rest of 2009 and through the first half of 2010. This is good news for consumers, but less positive for retailers, whose margins have been and will continue to be under constant pressure.”