Oasis, Threshers, New Look, Selfridges, Gap, Borders and Habitat are among the retailers to employ the tactic, e-mailing 'friends and family' money-off vouchers to swathes of consumers.
This Christmas is the first time that such secret Sales have become widespread, with most promotions giving shoppers discounts in excess of 20 per cent this weekend. Several retailers said they hoped that the vouchers, combined with payday, would provide a much needed lift to footfall.
Ernst & Young senior manager for retail Jason Gordon said: 'This is a stealthy way to increase demand without having signs in the windows or alerting the City. It is more widespread than we've ever seen it before.'
Friends and family discount vouchers first appeared in the US for suppliers and partner firms and are comparatively new in the UK.
One retailer that recently ran a secret Sale said the impact was huge. 'Trading was so bad, but the vouchers saved our week,' he said.
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