The New West End Company has launched its Secret Sales Spy initiative to help guide shoppers to the best promotions in the area today.

Retailers in the West End are kickstarting the Christmas shopping season this weekend. H&M is offering 50% off all mens and women’s knitwear until November 30 and Office promotion £70 off Ugg Australia boots and up to 45% off winter boots.

The Secret Sales Spy will be updating shoppers on the best deals in the area from the Oxford Street W1 Facebook page from 10am to 4pm today.

The one-off appearance marks the launch of this year’s West End Sales Watch, an online database which will include up-to-the-minute deals in London’s most famous shopping area. will update shoppers throughout the Christmas shopping season and into January.

The Secret Sales Spy said: “I’ve got the inside scoop on where you can discover the ultimate Christmas gifts at the lowest prices and the latest fashion at up to 50% less this weekend.”