Thorntons brings forward VAT reduction

by Gemma Charles, Marketing 27-Nov-08, 11:40

LONDON - Thorntons, the high street chocolatier, is rolling out the new VAT reduction two days early across its entire estate to attract cash-strapped shoppers.

From Saturday, 29 November, the retailer will have put new systems in place to ensure the VAT reduction - from 17.5% to 15% - is active by the weekend. All prices will be discounted at the till.

Mike Davies, chief executive at Thorntons, said: ‘Christmas is one of our busiest times of year and we want to ensure our customers' shopping experience is the best on the High Street and that means passing on any savings we can to them at a time when people are watching the pennies.'