House of Fraser has launched a pre-Christmas Sale with up to 50 per cent off throughout its stores and online.

The department store is the latest major retailer to slash prices in a bid to lure shoppers onto the high street. It coincides with Debenhams third three-day Mega-Day Sale, which is due to finish tomorrow.

It is unclear whether House of Fraser is now on Sale for the duration of the festive period. If so, the department store is one of the first key players forced to go into Sale mode before Christmas. Ads in national newspapers do not specify a timescale for the promotion.

A spokesman for House of Fraser repeatedly denied that the company was going on Sale, saying that the promotion did not represent a full Sale at the department store.

He said: “House of Fraser's winter Sale begins on Friday, December 26. Between now and the start of the Sale, discounted offers will be available on selected items. In addition, some of our concessions operate standalone stores and are planning to start their Sales early, in this instance we will reflect these discounts within our stores.”

House of Fraser chairman Don McCarthy also denied that the promotion was a full Sale and that the activity fell outside its usual promotional calendar at this time of year.

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