Retailers have always used reduced prices as a mechanism to move goods after the Christmas period and towards the end of the summer season. These times are traditionally used to reduce stock numbers and make way for the new season lines. Late summer and early new year are still in the main seen by the general public as the best time to bag a genuine bargain.
More recently, however, reduced price marketing is being used much more often, primarily as a way of increasing consumer interest and spending, so it seems now as though there is always a sale sign up somewhere on the high street.
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