Shops go all out to tempt customers

The research, which surveyed 100 retailers on the UK’s high streets, found that the figure, of 73 per cent, was up a third on 2009’s 40 per cent, while similar to the same time last year, which was 70 per cent. The average price discounts being advertised were 47 per cent, up slightly from 45 per cent in 2011 and 2010.

Randal Casson, partner in PwC’s retail and consumer practice in Leeds, said: “UK consumers are good at celebrating... jubilees, football prowess or potential Olympic glory... but they are proving less willing to part with their cash except when the sun comes out or goods go on sale.

“Interestingly, the food retail sector is having a harder time currently than apparel or home retailers. The food retail sector is down almost 20 per cent against the All Share index this year to date, in contrast with the general retail sector, which has outperformed the market by almost 13 per cent.”