House of Fraser to cut discount promotion

House of Fraser is piling pressure on rival Debenhams in the crucial run-up to Christmas. The department store is overhauling its advertising strategy and reducing its focus on cut-price promotions. A review to be presented to senior management this week will outline plans to spend more money pushing full-price products. Celebrity endorsements will also be considered by the department store chain. HOF will this year spend only 30 per cent of its advertising budget to promote discounts – down from as much as 80 per cent in previous years.