Similar to some other locals, Johnson is often a visitor of the local Woolworths store. "My large DVD collection, of about 200 titles, has been built up through Woolworths, as there are few other choices in this small town," he said.
"It has been so convenient to just pop in to check the latest products and even bargains sometimes. But now I have to drive more than half an hour to buy similar stuff in a shopping center."
Losing in competition to online retailers and supermarkets is one reason why many high street sales are plunging.
It has been estimated that Christmas Day will see online shopping transactions in the top 100 million pounds (about 152 million U.S. dollars), as against 84 million pounds last year. Amazon Britain Managing Director Brian McBride expects this year's online trade to be very busy during Christmas, especially on Dec. 25.
Offering Christmas sales has become the only option left for British high street retailers to make the last-ditch profits of the year. If retailers fail to make money during the Christmas, there is a slim chance they will make it through the upcoming year.
The country is witnessing the most discounted Christmas ever seen. Discounts are in nearly all stores in the West End of London. Renowned fashion retailer Austin Reed, which is synonymous with superb British style and has its flagship store on Regent Street, offers sales of up to 70 percent.
For those who are in secure employment such as teachers and doctors, this Christmas offers a unique chance to enjoy a shopping spree. However, it is turning out to be the most depressing Christmas for those who have lost their jobs or are feeling uncertain about their future.
This misery was touched upon by the Queen Elizabeth II as she started her annual Christmas speech. "Christmas is a time for celebration, but this year it is a more somber occasion for many," she said.
The media in Britain do not help the gloom and doom situation at all. Job cuts and failing businesses are breaking the news and making the headlines nearly every day, painting a bleaker picture and sinking consumer's confidence to an all-time low.
