Debenhams has today launched a €30m price-cutting campaign across Ireland – six weeks before Christmas.
Tens of thousands of items throughout all of its Irish stores in Dublin, Cork, Galway, Limerick, Waterford, Kildare and Kerry, will have their prices reduced by up to 25%.
Debenhams’ sales director for Ireland Chris Paton said: "The old focus of sales restricted to post Christmas is dead and buried with more customers than ever before demanding discounts prior to Christmas.
"Customers everywhere continue to feel the pinch in this recession.
"And many continue, understandably, to feel very anxious about the economic environment. They are looking to leading retailers to provide them with real value through meaningful price reductions and that’s what we’re determined to do with our Christmas Spectacular."
Debenhams’ decision follows its latest retail research that shows 84% of shoppers this year are planning to spend the same or less on Christmas as they did last year.
The chain has faced criticism in the past however for not passing on potential savings brought about by changes in the value of sterling to Irish consumers.