In pictures: Black Friday – who’s doing it, who’s not, and how deep are the discounts?

This year, store windows in London’s West End were emblazoned with posters and digital screens flashed with offers and enticements as retailers jostled to grab-a-share of spend.

What started as a day has since been extended in some cases to a week of activity, and retailers’ deals ranged from blanket discounts to selected items.

Among the deepest price cuts, offers were being made by activewear specialist Gymshark, where there was up to 70% “off everything” and an extra 25% off.

Among retailers going visually big on the occasion were JD Sports, promising “unreal deals” and Boots, which is holding its “biggest ever” Black Friday.

Some prominent retailers’ stores did not appear to be part of the discounting frenzy. Burberry and Mulberry, perhaps conscious they had an upscale image to maintain, and both having suffered tough trading, kept their windows clear of any promotional messaging.

Others were confident in their core appeal. The windows of value clothing powerhouse Primark, for instance, were devoted to its Rita Ora range. 

Other strong performers such as Inditex’s Zara, Marks & Spencer and Next, who have not traditionally participated in Black Friday, did not flag any special promotions in their windows.

John Lewis, which seems to have the wind in its sails as it pushes on with a turnaround, used its Black Friday event to highlight its recently reintroduced Never Knowingly Undersold price promise.