Just in time for Christmas, supermarkets in the UK are waging a price war over toys in an effort to gain market share. Tesco, Sainsbury's, ASDA and Morrisons are chasing the money consumers would have spent at Woolworths, Zavvi and other collapsed retailers. "What customers want is everyday low prices. When customers are tightening their belts they like certainty of pricing, they like round price points and they like being able to rely on prices being consistent," said David Potts, director of retail at Tesco.

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