Slashed prices help sales

A FLOOD of aggressive lead-in price promotions and discounted offers have boosted sales short term.

Retailers said prices had been slashed to “unbelievable levels” with even Easter – when prices are traditionally higher – reduced.

Ilkeston Co-op Travel managing director Chris Smith said: “We’re shifting holidays in May and June because if the price is right people will buy. But it is unusual to see Easter prices slashed, that’s bread and butter for operators.”

Operators admit they are preparing for an overnight drop in sales if war breaks out and say the current uncertainty has forced price cuts.

They claim the market has recovered slightly to 15%-18% down thanks to a rash of May and June offers, short-haul to the western Mediterranean and long-haul to the Caribbean.