Cally Russell, Mallzee founder and CEO, reflects: “Could it be that retailers are calling time on the discounting spiral? It’s still too early to predict but these figures could indicate that retailers are looking to other cost tightening solutions and aligning their products more closely with what consumers are actually prepared to buy thus maximising their full price sell through.

Mallzee was launched in Edinburgh in late 2012 and brings together 150+ retailers to allow users to find, compare and buy in one handy free app. Mallzee has been downloaded over 1.25 million times and users swipe millions of product interactions daily.