Christmas Retail Survey: Chains in battle royale over discounts

<p>A half-price blitz on top hardbacks by W H Smith and Waterstone's, backed by television advertising campaigns from both, altered customer perceptions of the value of books this Christmas.</p><p>The intense battle between the chains forced everyone to up their game come December. Waterstone's Offer of the Week promotions were increased from half price to over 60% off. Amazon.co.uk increased its Deal of the Week offers to 54% from 50%.</p><p>Supermarkets, Amazon and other chains commented on customers' increasing awareness of price and the need to meet those expectations.</p><p>Sainsbury's...

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