Unseasonal sales welcomed by most

By Martin Cassidy
BBC NI consumer affairs correspondent

Some shoppers in Belfast thought Christmas had come early

Northern Ireland shoppers have been out in force to take advantage of unseasonal price cutting on the high street.

But other consumers in Belfast remained cautious and prepared to wait in the hope of even bigger reductions.

In scenes more normally associated with New Year's Day sales, stores which had cut prices were thronged with bargain hunters and some shoppers even admitted to hiding goods with the intention of returning later to secure their purchases.

After a poor autumn, the long queues at the tills must have come as a relief to the retailers.

Debenhams is no stranger to price promotions at this time of the year and sources close to the store report a strong response to its 25% price reduction across many of its lines.

Unusually though Marks and Spencer has joined in on the November price-cutting scene.

Price reductions were not confined to end of season stock

M&S also extended the opening hours at some of its stores to take full advantage of a 20% price cut across its clothes and gift ranges.

Significantly, the price reductions have not been confined to end of season stock, offering shoppers the chance to buy Christmas goods and luxury items at a discount.

House of Fraser at Belfast's Victoria Square has also been discounting some of its lines this week.

Analysts have questioned whether the move will result in additional sales for the big retailers or reduce profits even further.

But the big retailers have not been getting it all their own way.

Jewellers, boutiques and lingerie retailers have also been matching the big shops by running their own price promotions.

Half price

One shop in Victoria Square was offering watches at a 50% discount while sports wear and fashion stores were matching the reductions offered by the big retailers.

M&S had a 20% price cut across its clothes and gift ranges

But many Belfast consumers remained canny buyers and were not prepared to be hurried by promotions lasting just one or two days.

While many of the consumers emerging from the discount stores were weighed down with bags, others emerged empty handed.

Some shoppers said they were convinced there will be even better bargains before Christmas while others believe there will still be plenty of stock left for Boxing Day.