Clarks, Karen Millen, Miss Selfridge and Moss Bros are among the retailers to have already launched pre-Christmas Sales - all considerably earlier than their start Sale dates last year according to Patonz's daily Compshop survey.
Other fashion retailers now on Sale include Aldo, Ann Harvey, Barker, Chemistry, DKNY Jeans, Mexx and Suits You.
Last year Clarks began its pre-Christmas Sale on December 7 while Moss Bros started its Sale on December 13. Karen Millen began its Sale on December 18 last year according to Patonz.
Suits You, Aldo and Chemistry are in line with their start Sale dates from last year.
Patonz said that of the 248 retailers it surveys daily in London's west end, 8% are now on full blown Sale.
Patonz uploads images of store windows on its website and produces daily updates around who has started discounting in the run up to Christmas. Click here to see more.
Drapers Online will bring you daily updates on retailer Sale activity in the run up to Christmas.