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High street discounting: A closer look

Following the news that more than a third of product on high street shop floors was discounted during July, Drapers takes a closer look at Retailmap’s research and which retailers had increased the amount of discounted product in their stores compared to last year.

According to Retailmap, the overall percentage of total floor space on promotion in July this year, across the 23 retailers surveyed, stood at 37.4%, up 11% compared with July last year.

However, compared to last year, the level of promotional activity has remained relatively unchanged at retailers such as Next, George at Asda, Topshop, Matalan and River Island.

Whereas retailers with increased levels of space on promotion compared to last year inclue La Senza, M&S, Tesco and H&M.

Retailmap said the increased level of promotion at M&S has been driven by discounts in its womenswear and essentials offer, as well as in kidswear, where the back to school promotions ran for eight weeks in the June/July period studied, compared to six weeks last year.

Tesco’s increase in promotions has been driven by its £5 off when you spend £25 or more voucher campaign, which was present for five of the nine week period, monitored by Retailmap. This promotion was not present during the same period last year.

The increased level of promotional activity at H&M was driven by womenswear and kidswear as the retailer introduced a three for two on basics and three for £10 mix and match promotion, neither of which were present in the corresponding period last year.

In contrast to those retailers who increased the level of discounting in June and July this year, compared to last year, New Look and Primark offered reduced levels of discounting.

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