Hark! The queue of boyfriends outside Exeter's Pandora begins
On the 10th day of Christmas, thousands of shoppers are set to descend on Exeter city centre - as the final 'panic buying' days begin.
And retailers are already slashing prices in the downhill sled run to Christmas eve.
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High Streets, including Exeter's, are expected to be at least 45 per cent busier than usual.
Saturday kicked off a £17.6 billion week-long spending spree on cards, according to one payments processor.
One tell-tale sign is the queuing barriers outside set up outside Pandora in Princesshay. The jewellery shop is popular with shoppers eager to grab a last-minute gift.
Queues began at 9am, and have already stretched toward Catherine Street.
And department store John Lewis, inundated with orders, has extended their click and collect order deadline to Friday.
Supermarkets, including Waitrose and Aldi, are also bracing against the stampede - predicting their busiest day to be Friday, with cooks grab their last minute Christmas dinner ingredients.
But with big named stores, including Debenhams, already bringing out their discounted stock - one Exeter based retail expert say that a busy High Street may not mean booming business.
According to new data from Begbies Traynor, UK retailers have experienced another weak Christmas trading period this year, with 21,802 retailers across the country now suffering from 'significant' financial distress.
They warn warn that despite recent sales growth, prolonged discounting, miniscule margins and higher staff and input costs due to the new, higher national living wage and sterling's weakness mean many retailers are being pushed to breaking point.