High street retailers are charging different prices across the country with some stores pricing items 80% higher than in others, according to reports.

According to the Sunday Telegraph, retailers including John Lewis, Argos, HMV and WHSmith vary the price of products across the stores, for example a Mad Men DVD box set is on sale for £18 in HMV in Birmingham, but £24.99 in Manchester and £28 in Cardiff.  The newspaper found 12 major retail chains selling toys, books, DVDs, perfume and knitwear at altering prices throughout the country.

John Lewis, WHSmith and M&S said they varied prices according to local competition. A spokeswoman for John Lewis told The Sunday Telegraph: “As part of our Never Knowingly Undersold commitment to value, we check and match both national and local competitors to ensure that our prices are competitive. When we find the same item available for a lower price within an eight mile radius of one of our shops we proactively reduce the price at that branch. This ensures that a customer shopping in their local area will always find the lowest price at John Lewis.”

Other varying prices included men’s Converse All Star trainers at JD Sports sold for £34.99 in Glasgow, £39.99 in Birmingham and £44.99 in Leeds.

HMV said there may be some prices differences due to availability of stock at promotional prices. Boots, Topman, Currys, Debenhams, Argos, Gap, Game, JD Sports and House of Fraser denied varying prices and said customers would pay the same price at computerised tills across the country.