Nearly ten million desperate shoppers have today descended to high streets and malls across the UK in a last-gasp bid to bag Christmas presents.
Shoppers are expected to fork out an "unprecedented" £1.7billion in what has been dubbed "Super Saturday".
Retailers, some of which reportedly fear going bust next year, have slashed prices by as much as 90% after profits sank this year.
Share prices of the country’s biggest high street names have also fallen in 2018.
But experts said "Super Saturday" has nevertheless been its busiest in years.
"This is unprecedented. The level of discounts, the number of retailers with sales, and the proportion of their stock on offer are all at record levels.
“I’ve never seen as much activity as this before – it’s a statement of desperation,” analyst Richard Hyman told Daily Mail .
Photos taken across the country show shopping centres bustling with visitors, customers queuing on high streets and plenty of activity in shops.
Sports Direct has cut prices by 90% on some items today.
Debenhams and House of Fraser have, likewise, slashed prices by 50% and 60% respectively.
Helen Dickinson, chief executive of the British Retail Consortium, said firms are hoping shoppers this weekend spend enough to turn things around for them.
She told Daily Mail: “With consumer habits changing towards more last-minute shopping, coupled with more reliable energy, many consumers are likely to be leaving their present and food shopping to the last minute.”
The first three months of each year are widely considered the toughest time financially but, for many shops, Christmas profits help see them out for most of this period.
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