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.
Whether it will turn out to be worth doing that in short-term, just to try to save the CEO's job, remains to be seen, but the M&S brand will suffer long-term damage.
More top news
Downing Street is likely to confirm that the UK will fund extra security guards at the Eurotunnel perimeter.
Very warm in the southeast tomorrow
An astronaut on the International Space Station has shared his experiences from outer space in the first Twitter chat from the craft.