West End opens early for shoppers

More than 35 stores are taking part

Several shops in London's West End threw their doors open at 0700 GMT and offered discounts to attract shoppers buying Christmas presents.

New West End Company, which promotes shops in the shopping district, said 50 personal shoppers were on hand in stores during London Early Birds event.

More than 35 stores, including House of Fraser, Topshop, M&S and Hamleys, participated in the one-day promotion.

Early shoppers were also offered complimentary champagne and breakfast.

The promotion ended at 0930 GMT.

'Enticing shoppers'

The event came as figures showed a sharp fall in the number of shoppers flocking to the West End because of the economic downturn.

Jace Tyrell, from New west End Company, said: "Obviously it's a very tough Christmas this year and we have seen an unprecedented amount of sales and discounts ahead of Christmas.

"But great news for shoppers, they are seeing some incredible bargains and this event is part of many others right up until Christmas. Its really about enticing the shoppers in."

New West End Company said they expect 40 million shoppers to visit stores on Oxford Street and Regent Street over the six-week festive period.