Shoppers are flocking to Exeter on the last day of the city's popular Christmas market as retailers enjoy what is expected to be their best festive trading period since the recession.
Shoppers across the country are splashing the cash on what has been dubbed "Panic Saturday", with staff prepared for one of the busiest shopping days of the year.
Thirteen million consumers will spend £2.1 million for every minute the shops are open on last-minute gifts and groceries at an average of £92.31 per person, according to a report by the Centre for Retail Research (CRR).
John Harvey, Exeter city centre manager, said retailers were reporting higher levels of consumer confidence amid efforts to "create a buzz" with festive lights, Nativity shows and a Christmas market.
"The expectation at the moment is that this is probably our best post-recession Christmas," he added.
"It appears there is more consumer confidence out there – it has been busy for the past few days and today is the last day of the Christmas market so we are expecting more of the same."
Among the retailers offering discounts, Debenhams is selling some Christmas gifts at half-price, Boots is offering a 60 per cent discount on selected fragrances, while Marks & Spencer has knocked 50 per cent off the price of some beauty products.
The CRR has predicted in-store sales will reach £4.74 billion over the five days before Christmas – a 21 per cent increase on last year.
Delayed online orders, poor weather in some areas and earlier sales were expected to drive 60.9 million shoppers to the high street between today and Christmas Eve – up 14 per cent on last year.
