M and M Direct and White Stuff are tackling the Chancellor's 2.5% VAT cut with innovative marketing initiatives.
Instead of discounting its product, White Stuff has pledged to donate to 2.5% reduction to Cancer Research or the local charity supported by its individual branches.
White Stuff will make the 2.5% donation on anything purchased in its shops or via its website or catalogue throughout December.
Meanwhile M and M Direct slashed the 2.5% off its prices today - four days before the cut officially begins. M and M Direct said that to keep its policy of "integrity and fairness" to customers it would also round down any awkward prices, instead of rounding them up.
M and M Direct chief executive Steve Robinson said: "We're successful because we know that every penny does really count to our customers and as a business we are nimble and responsive enough to be able to pass on good news like the Chancellor's almost immediately. In this case we are delighted to deliver even lower prices to our valued customers a little early."