Fashion retailers are offering discounts of up to 75% as the wet summer weather continues.
River Island, Topshop and Urban Outfitters are among those offering 70% to 75% off selected lines this week, while Debenhams had up to 60% off.
Fashion retailers have been struggling to attract shoppers over the past few weeks, despite launching summer Sales.
Around 86% of UK high street fashion retailers are now on Sale, retail analyst Richard Hyman reported: “This has crept up steadily from around 50% so we’re already in Black Friday territory.
“These discounts are deeper and more widespread than we’d typically see at this time of year. What is already a weak market is now going to be a lot weaker.
“People are cutting prices and lowering margin, but are they going to make up in volume what they lose on margin? I doubt it.”
The fall in fashion sales drove retail sales down by 0.5% year on year in June, this week’s British Retail Consortium and KPMG Retail Sales Monitor showed.
“With May sunshine a distant memory, summer wardrobes remained bare as sales of women’s fashion and footwear plummeted following one of the wettest and dullest starts to a UK summer since records began,” said David McCorquodale, head of retail at KPMG