John Lewis has become the latest retailer to slash its prices, offering 25 per cent off branded goods to match prices at House of Fraser’s two-day Sale which began on Thursday.

The department store has cut 25 per cent off hundreds of its branded goods.

On its website, John Lewis said: “Today we are responding to a competitor’s event.”

Commenting on trading so far this week (Sunday to Wednesday) director of selling operations Dan Knowles said: “Our sales trend this week is consistent with the preceding two weeks. We continue to grow trade week on week in the ramp up to Christmas, with particular strengths in toys, childrenswear, perfumery, and craft-related merchandise.

"Our customers are showing a real desire for great value this season, and our Never Knowingly Undersold promise, as ever, gives customers the certainty that John Lewis delivers the great value our customers want."

He added: “Although the market remains difficult, we continue to gain share, in part driven by our strong value proposition."

Products selling particularly well for the department store this week have been Molton Brown gift sets, Reindeer candleholders and the Top Gear board game.

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