SMALL FIRMS are relying on discounts to attract, or retain, custom and the North West offers the second biggest average discount, according to new data.

According to the report by online printer Flyerzone the average discount now offered by UK small- and medium-sized enterprises (SMEs) is 21% – 5% increase on last year’s figures.

The survey was based on examining more than 5,000 orders by SMEs for promotional flyers over the past year.

Looking at regional differences, businesses in the North East offered the highest discount at 23%, followed by the North West at 22.8%.

The lowest discounts are offered in the South West of England, at an average of 17.8%.

One company offering discounts is The Hair Room, in Chester, and its spokesperson Toni Hazeldine said: “Discounting is becoming a common occurrence, especially in the hair and beauty industry.

“Due to sites like Groupon, customers now expect a discount before walking through the door.

“However, it has become a great way to drive more business.”

Gavin Cockerill, Flyerzone managing director, said: “It has been a long and difficult four years for SMEs in the UK and although our economy is stronger, the need for enticing offers and discounts for customers is still there.

“Competition is fierce, especially for smaller businesses, so to remain relevant, you have to answer those needs.”