Sam, a 99p store in Barking, probably thought it was onto something by undercutting the local pound shops by one pence.
But its new neighbour, Knockout, had other ideas and has undercut Sam by pitching its goods at 97p and launching with a 95p introductory sale a whole FOUR PENCE cheaper.
It's this kind of entrepreneurial spirit that makes Britain truly great.
Well done, budget high street retailers.
