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 >>/55399/
There is a Cool Britannia vid that was posted 23DEC2013 showing the red 75% Off Holiday Sale signs in the store windows. But, can’t prove the sale began the date the vid was posted. 
But this is the first sauce documenting the time period close to the sale. Vid was submitted by CB so my speculation is they were doing it to advertise the sale. Reminder, the Q pics show these signs. vvvvvvvvvv

https://youtube.com/watch?v=JMzcTW8RT3w