The focus of the sale is firmly on gifts and essentials for Christmas as Tesco Insight research suggests customers are worrying if they spend too soon, they will miss out on discounts.
Commercial director Richard Brasher, said: “Customers are telling us that they are delaying their main Christmas purchases as they wait for bargains. Some say that a bit of the pleasure they usually get from buying gifts has gone in the current climate.
“Our half price sale reassures customers that we’re not making them wait. They’ve told us they still want to enjoy a special Christmas – with big presents for their children and a proper Christmas meal – but they want us to help make their money go further.”
Shoppers’ concerns about buying ahead of markdowns are also shown in separate research for Tesco. The latest survey by ICM shows that 73 per cent of people have bought at least one gift, down from 78 per cent at the same time a year ago.