Boost for shoppers as chains such as B&M & Asda start sales earlier than ever - we reveal best bargains on High Street

AROUND 18 million bargain hunters are set to hit the Christmas jackpot — as the festive sales start early.

Desperate shops have slashed prices earlier and more than ever in a bid to boost trade, with around £1.1bn expected to be splashed on the high street and websites today.

Around 18 million bargain hunters are set to hit the Christmas jackpot – as festive sales start earlyCredit: LNP
For example, you can save £120 on a Microsoft Xbox Series X at Currys
You can also save £80 on a Huff Disney Pixar Cars bike from The Entertainer

The cost of living crisis has made Britons more cautious, with a survey showing that 40 per cent have put off buying gifts in the hope of a bargain.

Guys are said to be twice as likely as women to put off their Christmas shopping until the week before the big day.

And their holding their nerve will pay off big as big chains such as Next, Matalan, Debenhams and John Lewis have already started to reduce their stock, with some products at half price.

Even Britain’s biggest toy chain, The Entertainer, has cut prices by as much as 50 percent.

One boss of a major retail chain told The Sun he had not seen such widespread holiday discounting since the post-financial crisis period.

He added: “There have always been the usual suspects, like Debenhams who used to be on a permanent discount, but this time they are all playing the game to get customers through their doors.”

For the first time in three years, Britons can leave shopping to the last minute without being interrupted by Covid restrictions, post office or rail strikes.

Jenni Matthews, director of marketing and insights at MRI Software, said: “Unlike last year, many consumers will take the opportunity to head to retail destinations this week.”

Holiday trading is the most important time on the high street and many chains live or die depending on how much they make.

However, households are expected to spend £40 less than last year, with total spending falling from £23bn to £20bn.

This is despite inflation pushing prices up, suggesting people will buy fewer gifts and opt for bargains.

The so-called “golden quarter” for retailers between October and December started off poorly for many chains. Industry experts blamed the unseasonably mild weather for making many shoppers hesitant to buy winter coats and sweaters.

As a result, many fashion chains run the risk of being overwhelmed by the huge mountain of inventory they have to clear before spring.

Many fear that in the new year they will have to cut even more, which will hit profits even more.

Superdry, best known for puffer coats and jackets, slashed prices on some products by 70 per cent on Monday in a desperate bid to get the tills ringing before Christmas.

The retailer yesterday blamed the weather for a 13 percent drop in sales.

Analysts also say retailers are trying to catch up after the much-hyped Black Friday turned into a bit of a soggy affair.

In previous years, November was a time of super-spending.

But shrinking budgets have made people think twice about splurging on the Internet.

This is despite nearly 90 percent of retailers offering some sort of Black Friday promotion.

You can save £6.50 on Baileys Irish Cream at Asda
Save £44.50 on LED Snowman Decorations at B&Q

Experts also say there is growing skepticism about whether the discounts offered during Black Friday are truly bargains.

This has led to early Christmas sales, with deeper discounts likely to arrive soon after.

Lisa Hooker, head of consumer markets at PwC, said: “If shoppers are right and spending less, coupled with weaker autumn sales and less interest in Black Friday, there could be bigger discounts as retailers sell off seasonal stock after Boxing Day.

“This will be particularly true in categories such as high-end, home, DIY, electrical and toys, which consumers have told us are less important to them this Christmas than in previous years.”

Tight budgets have also forced a change in Christmas shopping habits.

A growing trend sees families adopting “secret Santas,” or siblings who get together to buy their parents one bigger, better gift instead of lots of little ones.

Dean Kramer, director at Currys, said: “We’re seeing a surprising shift in gift-giving habits this year, as people try to balance the cost of living crisis with their desire to give family and friends gifts they’ll love.”

People are also cutting back on food for the holidays, with more shoppers turning to discounters Aldi and Lidl than ever before.

Britons traditionally “trade” at Christmas with a number of high-end grocers, with Marks & Spencer usually selling one in four turkeys bought in December.

However, this year all the supermarkets are fighting to show that they offer the best value.

Sainsbury’s has been trumpeting its premium “Taste the difference” lines at this time of year, but has instead rolled out its £20 Christmas dinner promotion at train stations and bus stops.

This is also the first Christmas where retailers are using loyalty as a weapon, giving much bigger discounts to shoppers with membership cards.

Tesco sells a liter of Smirnoff vodka for £24, up to £18 with a Clubcard.

Sainsbury’s Nectar is dropping the price of a bottle of Baileys from £16.50 to £10.

The only downside to the big Christmas discount is that many early bird shoppers who carefully managed their budgets by being organized now feel left out.

One said: “I’m tempted to take all my shopping and start over.”