Brits pay up to 50 per cent more for duty free ‘bargains’ which are cheaper on the high street or online

BRITS are paying up to 50 per cent more for duty free “bargains” which can be bought cheaper from rival retailers, a Sun probe reveals.

The findings come after airport chain World Duty Free rolled out a new “reserve and collect service” this month to encourage shoppers to order their tax-free treats from home.

The scheme allows passengers to reserve items on the firm’s website at home and then pick them up in the departure lounge before boarding their flight.

Banners on the website boast how goods are up to 20 per cent cheaper.

But a snapshot of prices by The Sun has discovered that goods available through the service, including perfume, champagne and spirits, can be as much as £10 dearer than High Street and online retailers.

A 100ml bottle of Calvin Klein Free eau de toilette was £19.95 on Fragrance Direct - but on the World Duty free site was £29.95 - 50 per cent more.

A bottle of Moet and Chandon Rose Imperial 75cl was selling for £37.49 on the World Duty Free site, but the same bottle cost just £28 at Ocado.

Designer men’s fragrance Jean Paul Gaultier Le Male 75ml cost £33 on the site, but was just £26.99 from John Lewis.

And World Duty Free claims its £16.49 litre bottle of Malibu was a £4 saving on the “average High Street price”. But Morrisons sells it for £14.

Nick Harris, who specialises in travel at legal firm Simpson Millar, said World Duty Free was “pulling the wool” over holidaymakers’ eyes.

He said: “Hardworking families are losing out in their pockets before they have even boarded the plane.

“Shoppers think they are getting a bargain because of the duty free tag but in reality they are paying more for items they can buy cheaper on the high street. It is a rip off and misleading.”

Duty Free shops trade on their tax free status to lure in bargain hunting Brits on holidays.

The firm boasts on its website: “World Duty Free is the place to buy thousands of items at great savings against UK High Street prices.”

A spokesman for World Duty Free said some of the prices we quoted for rival stores were offers and added: “We offer year-round low prices, rather than the ‘here today, gone tomorrow’ teasers on the high street.”