Trading standards officials have exposed the tricks behind Christmas sales and warned shoppers not to be ripped off.

Shoppers should ignore the hype and think carefully before parting with their hard-earned cash, according to Oxfordshire County Council.

They warned while there were genuine bargains to be had in the sales, shoppers should be very sceptical about price comparisons.

And they said shops could be ingenious in exploiting loopholes in the law.

Trading standards group manager Ian Marriott said: "We advise people to ignore the price. Just because it says 80 per cent off doesn't mean it is the cheapest.

"Some will appear to give you massive discounts but they may never have sold the item at the higher price. Don't just rush in because it looks like a bargain."

Nigel Strick, head of trading standards said: "Claims such as up to 80 per cent off and buy-one-get-one-free are all designed to persuade us to buy that bargain without comparing the price elsewhere.

"Shoppers should ignore all the hype and compare the price."

The warnings came as Thames Valley Police announced a crackdown on people handling stolen goods - and this follows recent campaigns against illegal street traders and counterfeit goods at car boot sales.

Det Sgt Dave Horsburghok said: "If a deal looks too good to be true, the chances are it probably is.

"Handling stolen goods is a criminal offence and can result in up to 14 years' imprisonment."

Richard Webb, from Oxfordshire County Council Trading Standards, said: "At this time of the year we frequently have to deal with shoddy or counterfeit goods being sold on the street or at car boot fairs.

"Frequently toys sold in this way are unsafe or not sold with appropriate warnings. We also find counterfeit DVDs that are so poor often only one in three will play."

Anyone with any information should call police on 08458 505505 or trading standards on 08450 510845.