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
The Philippine president famously called the Pope a "son of a bitch" and told Barack Obama to "go to hell".
Those still left after the demolishing of the 'Jungle' camp were seen wrapped in blankets as they prepared to sleep rough.
Some trusts are not charging overseas patients despite them not being entitled to free treatment, a new report has revealed.