Online plays an undeniably huge role in retail, and especially so during the golden quarter. Yet it is the performance of retailers’ physical stores in the next few days that will prove make or break for some store groups this Christmas as shoppers leave it later than ever.

Online plays an undeniably huge role in retail, and especially so during the golden quarter. Yet it is the performance of retailers’ physical stores in the next few days that will prove make or break for some store groups this Christmas as shoppers leave it later than ever.

Retail Week’s front page today features a raft of retailers from Iceland founder Malcolm Walker to Waterstones boss James Daunt declaring a nail biting climax to the festive shopping season as shoppers hold out for discounts. Marks & Spencer will respond to this seemingly now ingrained shift in the consumers’ psyche by tomorrow holding a one-day Sale, offering 30% off fashion and gift lines in the Magic & Sparkle Spectacular, in a last ditch attempt to lure discount-hungry shoppers.

PwC data shows the average discount across the high street this week has risen to 46% compared with 42% last week and 44% in the same week last year.

In these last few days before Christmas, retailers’ store estates will come into their own. Over the next four days shops up and down the country will be rammed with shoppers who have left their present buying late – too late to be certain of online delivery before the big day.

Trade is expected to peak on Monday - December 23 is traditionally the busiest day for retailers – as Brits take the first two days of next week off work to stock up on gifts. Visa forecasts £1.2bn will be spent on its cards across high streets on Monday.  

The power of online shopping is indisputable and only set to grow. But those who still doubt the importance of physical stores in the evolving retail landscape should hit the high streets in the next few days, taking with them comfortable shoes and nerves of steel, of course.