Christmas shoppers should research cost before purchase

Christmas shoppers face 'postcode lottery' of prices in

chain stores.

High Street retailers that sell gifts, including knitwear and acessories, vary their prices tags around the UK.

The investigation, headed by the Daily Telegraph, looked at 12 major retail chains, including John Lewis and examined the prices they charged for five Christmas gifts. All had at least one item on sale at different prices in different store locations.

Lola Bello, policy expert at Consumer Focus criticised the companies.

'Customers shopping at stores with branches across the country expect to pay the same or nearly the same price for goods, regardless of which branch they use," she said. "We see no reason for significant price differences between regions – consumers shouldn't face a postcode lottery when doing their Christmas shopping. "We encourage shoppers to do their research and shop around, and to challenge retailers to explain large discrepancies in prices."

A spokeswoman for John Lewis said: "As part of our Never Knowingly Undersold commitment to value, we check and match both national and local competitors to ensure that our prices are competitive.

"When we find the same item available for a lower price within an eight-mile radius of one of our shops, we proactively reduce the price at that branch.

"This ensures that a customer shopping in their local area will always find the lowest price at John Lewis."

An M&S spokesman said: "We have different prices in some of our smaller Simply Food convenience stores that trade in very convenient locations that command a rental premium and extra costs to operate."

Topman, JD Sports, Debenhams, GAP, Argos, and House of Fraser all denied all denied varying prices and insisted customers would pay the same price at computerised tills everywhere in the country.

Source: Daily Telegraph©