Promotions abound as the festive shopping season gets underway

This is up 10 percentage points on the same time last year and in 2013 (46 per cent), and close to the 2008 high of 62 per cent.

This week, average price discounts being advertised were 36 per cent, broadly on par with last year (37 per cent).

Martin Cowie, private business leader at PwC in Scotland, said: “While in previous years the focus has been on the much hyped Black Friday, many retailers are now looking to differentiate themselves by running promotions to spread them out, as well as easing the expected pressure on supply chains and delivery businesses next week.

“It makes little sense to ramp up lower margin sales on one day and risk over-stressing your business to breaking point if it’s not necessary - unless there’s dead stock to clear out. Several high street stores have already signalled their intention to not participate.

“The mild weather combined with too much winter stock could be a big factor influencing retailers’ promotional decisions - look out for outerwear and boot bargains. It could also be an attempt to lure shoppers from online purchasing back to the high street.

“With Black Friday looming on the horizon, it would seem that many retailers have already jumped the gun on the traditional Christmas sales start line and are off down the track.”