SHOPS in Swindon are following the national trend of cutting prices and offering discount deals in the run-up to Christmas.

The time to bargain hunt has traditionally been during the January sales when leftover stock is reduced.

But a range of well-known high street stores are encouraging customers to spend more in the lead up to Christmas.

Some have cut the cost of up to 60 per cent of their products, while others are advertising special offers, such as three for one deals.

Dennis Grant, of Swindon Chamber of Commerce, thinks the sales are an attempt to entice customers to spend more.

He said: "The run-up to Christmas is always the peak time for shopping but it seems to be more highly competitive than ever before.

"You have the usual frenzy of buying, but there seems to be more people selling than buying this year.

"There is the classic Boots promotion of buying three items and getting the cheapest one for less.

"This seems to be repeated across the board, even at the luxury end of the market.

"There are even promotions on perfumes which you don't expect at Christmas time.

"One can only assume a lot of stores are making up for losses earlier in the year."

A number of department stores and big name shops have cut prices on clothes, books, DVDs and CDs.

BHS has been running special offers on toys for the last two Saturdays and is offering up to 20 per cent discounts on a range of items, such as clothes and gifts, throughout the week.

Sandra Reeves, the assistant manager at BHS in Bridge Street, said: "We hope these offers will encourage customers to spend in the lead up to Christmas, not just in the traditional January sales."

Kevin Crute, the manager at WH Smiths, said the store offered special deals on its products throughout the year but extra events had been planned in the lead up to Christmas and today there will be ten per cent off everything.

Supermarkets are also joining in. Last week Tesco was offering 20 per cent off clothing and selected wines and this week the same discount is offered on selected malt whisky and Christmas trees and decorations.

Michael Hunt, a manager at Tesco in Ocotal Way, said: "This is nothing new to us.

"We have always offered discounts in the lead up to Christmas but now a lot of High Street shops are doing the same."