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"It's like a starting pistol going off, " Debenhams spokesperson Ruth Attridge told The Daily Mail. "As soon as we see sales of Chanel No. 5 rising, we know that men have begun the race to get their Christmas shopping done. Men just want to get into store, pick up the items they want as quickly as possible - and leave".
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The high street store revealed that the famous fragrance is the most popular perfume bought by men each year, signalling the beginning of "The Male Sale" - the frantic period of present-buying culminating in a Christmas Eve peak.
