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
A global unemployment rate of 50% is possible as job vacancies are filled by machines, according to scientist Moshe Vardi.
A British teenager arrested in connection with cyber-crime offences is suspected of hacking an email account used by the head of the CIA.
A man who hit a 13-year-old boy leaving him bedbound for life has been jailed for three years.