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Fat Face chief executive Anthony Thompson has called pre-Christmas discounting "a drug" that will require a "bigger dose" season after season if retailers do not take a stand.
The lifestyle retailer, which reported a 13% increase in December sales, held firm on its strict no-discounting policy and did not reduce prices until Boxing Day.
Thompson told Drapers: "We had to take a deep breath and decide we were not going to participate in Black Friday [November 28], as we felt very strongly about it. It's important our customers know that if they buy a present from us [in November or early December], it won't be on Sale 10 days before Christmas."
He also commented on the deepening level of discounting by his peers...