Gap has kicked off a 'Sale preview' today, offering shoppers discounts of up to 50%.
Gap has already held some pre-Christmas "secret Sale" activity, distributing 30% off friends and family vouchers.
According to a survey of 248 retailers in London's West End by Patonz Compshop, 21% are now on Sale. Patonz defines a Sale as a store having promotional signage in its windows.
H&M has also gone on Sale, though it went on Sale the same week last year.
For daily updates on Sales and promotional activity on the high street in the run up to Christmas go to Patonz Compshop.