Retailers are dropping prices to encourage consumers to keep spending cash via safe shopping online at a time when high street stores dealing in non-essential items are beginning to open their doors once more across the country.

A report from LoveTheSales has revealed the extent of the discounting that is going on at the moment in the UK, with major fashion retailers amongst the most ardent in terms of their price reductions.

Brands within the Boohoo Group, for example, have chosen to offer price cuts across every single product in their line-up, meaning that anyone who orders online will be saving money regardless of the items they pick.

Analysts revealed that similarly wide-ranging discounts were being made elsewhere, with Miss Selfridge slashing prices on 93 per cent of products available online, while French Connection was implementing discounts on over four-fifths of its own range.

It is not just mainstream fashion brands that are opting to keep prices down to attract customers to their e-commerce sites, as a number of luxury brands are enjoying boosted traffic figures thanks to their discounting. The likes of Burberry and Kenzo managed to generate quite a bit of demand through people searching for cut-price products online in the past month, according to Internet Retailing.

Report spokesperson Stuart McCluare said that demand for online shopping was still riding high, in spite of the fact that bricks and mortar stores with non-essential products available were now open again after closures enforced by the COVID-19 lockdown began back in March.

Because of this state of affairs, high street firms need to be aware that it is still sensible to court customers on the web with renewed vigour, as consumer trends certainly seem to have shifted post-lockdown.