Poundland has launched its first ever summer sale, cutting the price of thousands of products to just 50p.
The retailer said at the beginning of the year that it would introduce "added value" and is now following through with cheaper outdoor living, jewellery and gardening products. The sale will last until the end of August.
Inflationary pressures have been squeezing retailers' margins, but the sector has still been slashing prices to clear stock.
In the week to 28 July, 74 per cent of non-food retailers were offering their products on sale, according to research by independent retail analyst Richard Hyman. In the same week last year, 74 per cent of retailers were on sale.
Many retailers, such as Marks & Spencer, have vowed to move away from clearance sales, pledging to offer customers good value for products all year round.