UK stores launch major mark-downs for Easter

UK retailers are slashing their prices for Easter as they battle against falling store sales and challenging market conditions following tough months for the retail market.

Easter is emerging as a new shopping holiday, boosted by retailers’ need to shift excess stock and lure shoppers back into their stores.

Some brands are cutting prices by as much as 70%, but predicted snowfall in the South East of England is likely to hit footfall during Easter. UK footfall is expected to slump by 15% if freezing conditions return, according to Springboard.

Despite the bleak prospects, 59% of retailers are preparing for the Easter weekend with heavy discounts both in-store and online, according to the Daily Mail. Hobbs, Tu at Sainsbury’s, H&M, River Island, Topshop and Monsoon are some of the fashion brands launching Easter discounts. House of Fraser has a massive 60% sale on, while Debenhams has cut its prices on clothing by 30%.

British shoppers are predicted to spend £1.2bn over Easter, compared to the £2.6bn they spent on Black Friday and £4.5bn on Boxing Day last year. Whilst Easter spending is growing, a big part of it will be online, as more consumers shop with their mobiles and tables instead of braving long queues.

British retailers have been operating in extremely difficult conditions in recent months, hit by a decline in consumer spending, a shift to online shopping and the depreciation of the pound.

Jeff Bray, principal academic in consumer behaviour at the University of Bournemouth, said to the Daily Mail: “Brexit is having an impact on behavioural economics, so people are feeling poorer than they actually are, and that's making them less likely to want to go out shopping and more likely to try and save than spend.

“Equally the two patches of snow we had also had a huge impact because during those days, people simply weren't going out and shopping. As a consequence of all of that, we have retailers who are rather desperate at the moment. These are almost post-Christmas type discounts.”

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