The sports and leisure sector made the heaviest discounts in the last quarter of 2018, according to new figures from RetailX knowledge partner Ascential Edge.
The analysis of selected UK companies found that tracked companies in this sector had discounted products by an average of 27.6% between October and December. The heaviest individual discounter was Evans Cycles, with an average depth of cut of 28.5%.
Sports and leisure companies were also the most prolific discounters, with a total of 71.8% of products on discount across the retailers.
The second heaviest discounting sector was DIY, with cuts of 25.9% across the board. However, only 28.3% of products were on discount. The toys and games sector discounted products by 25.6%, but had discounts on 63% of products.
At the lower end of the scale, brands selling in the electrical space had discounts of 18.1% across 39.9% of products.
The tracker also revealed some of the main merchandising efforts of companies. Electrical companies were the most likely to provide reviews for products, with 64.3% of their range including reviews.
The report analysed 26 companies across sectors including appliances, DIY, electrical, sports and leisure, toys and other.