An Ikea store has slashed the price of real Christmas trees to just £1.
The branch in Southampton, Hants, ordered thousands of real Nordmann Fir trees but had to drop the price from £25 when customers failed to buy.
The Swedish furniture giant has previously sold only artificial trees and this its first year selling real ones.
However, after the price of the trees proved too much for customers – despite being considerably cheaper than those available at farms and markets - the Southampton branch was forced to cut the price to £5, before further reducing it to just £1 on Monday.
In a press statement, Ikea said "In line with our vision to offer the lowest price on the market, IKEA Southampton is selling beautiful, real Nordmann Fir Christmas trees for £1 this week."
Gary Pearce, IKEA Southampton store manager, said, "It's the final week before Christmas and we wanted to be able to give IKEA Southampton customers a very special offer on our gorgeous Christmas trees. So if we haven't got your tree yet, come to IKEA to get one!"
The Southampton branch of Ikea is also running a free Christmas tree recycling service between 6th and 9th January, for real trees purchased from IKEA or elsewhere.
The Southampton branch is the only store with the £1 deal but other branches are offering different discounts.
Stores in Birmingham, Coventry, Manchester and Warrington have slashed the price of trees to £10, while the Leeds branch is giving customers a £20 Ikea voucher if they buy a tree for £10.
Nordmann Firs have become the most popular tree in Britain thanks to their non-drop needles, yet tough times mean many consumers are ditching the real deal this year in favour of more budget-friendly artificial trees.
In a survey by consumer group Which?, nearly half (49%) of Brits said they are planning to have a artificial tree compared to just 13% having a real tree chopped at the trunk.