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Millions of last-minute Christmas shoppers flocked to the high street today in one of the busiest retail weekends of the year.
Some stores cut their prices in an attempt to boost sales on the final Saturday before Christmas.
Sally Eden, head of communications for the New West End Company, representing 600 retailers in Bond Street, Oxford Street and Regent Street, said: "There's a sense of urgency because Christmas is coming and this is the last weekend.
"It's the first time many people who have been working can get to the shops. There's also a sense they are looking to make their money go further".
Major high street stores are dropping their prices for the final weekend before Christmas. Here are some of the deals:
- Marks & Spencer - 30% off clothing
- Austin Reed - 25-60% off all womenswear
- House of Fraser - 50% off selected lines
- Argos - 50% off selected toys
- BHS - 50% off selected homeware
Marks & Spencer will discount its clothing line by 30% in a last-minute "Mega Day" sale this weekend, as other high street retailers drop prices to entice Christmas shoppers and bargain-hunters.
However, a retail analyst said he believes that the move is likely to hurt the brand by irritating loyal customers who paid full price in recent weeks.
The retailer is under particular scrutiny as embattled boss Marc Bolland hopes for an improvement in the store's struggling womenswear division.
Christmas shoppers who have left their present-buying until the last minute will benefit from lower prices today, as high street stores slash their prices for what is thought to be one of the busiest retail weekends of the year.
Debenhams, Mothercare, Gap, Argos and BHS are among the big names starting sales early, while Marks & Spencer has launched a last-minute "Mega Day" of 30% clothing discounts to entice bargain hunters.