Consumer chiefs have now warned shoppers to look around for the best deal on festive presents before committing to a purchase. With the pressure mounting to get gifts bought as the countdown to Christmas begins, Dermot Jewell of the Consumers Association of Ireland (CAI) said shoppers should still check several shops for prices instead of purchasing a present in the first shop they visit.

Prices charged for some of this year's biggest gifts, including best-selling books, DVDs and CDs, differ wildly between shops, while there can be more than a 100% price differerence between competing outlets on the popular last-minute gift of chocolates.

The newly-published autobiography of Irish soccer legend Paul McGrath, for example, has an almost 10 price differential between shops located close to each other in Dublin. McGrath's story, which recently won the Sports Book of the Year award, can be purchased for 19.99 in Dubray Books on Grafton Street, while Waterstones on Dawson Street is charging 27.90. The Waterstones price is only slightly higher than the 24.99 being charged in Tesco.

Similar price differences can be seen on a host of best-selling books, including titles by celebrity chefs Rachel Allen and Jamie Oliver, and chick-lit author Cecelia Ahern.

Shops are also charging hugely differing prices for CDs and DVDs. Tower Records is asking 19.99 for Love, the album of Beatles remixes that is set to be one of the year's biggest-selling recordings, while HMV has the album on sale for 16.99. The best saving can be made by purchasing the album in Tesco, however, where it is on sale for just 13.90.

Tesco is also cheaper than several other large chainstores when it comes to purchasing 'Cars', the popular new children's DVD. Disney's hit movie is on sale in the supermarket for 19.90, while anybody purchasing it in HMV will pay 22.99.

Shoppers at Golden Discs will be hit hardest of the three, paying 24.95 for the animated flim.

According to the CAI, shoppers are too reluctant to check prices in several shops before purchasing.

"People assume that items such as DVDs and books are priced the same in all shops, but they aren't, " said the CAI's Dermot Jewell. "It requires a bit of work to go to a few shops before buying a present, and people tend not to have very much time when they are Christmas shopping, but there is real money to be saved by shopping around."

Canny shoppers can also make significant savings on one of this year's most popular children's toys. Bratz Diamond dolls are priced at 34.95 in Toymaster, but are one-third cheaper in Smyths, which is charging 24.99 for the dolls.

Shoppers will pay 27.74 in Argos to get their child one of the popular dolls.

Jewell also warned that consumers have no right to exchange Christmas presents in January unless they have a receipt of purchase.

"Shops don't have to exchange products unless you have the receipt, which isn't always possible when you have been given a present, " he said. "Some shops will allow it just because it's Christmas, but they have no obligation to do so."

PRICE DIFFERENCES IN THE SHOPS

'Cars' DVD Tesco /19.90 HMV /22.99 Golden Discs /24.95 Paul McGrath's 'Back From The Brink' book Tesco /24.99 Waterstones /27.90 Dubray Books /19.99 Beatles 'Love' CD Tesco /13.90 HMV /16.99 Tower Records /19.99 Bratz Diamond dolls Toymaster /34.95 Smyths /24.99 Argos /27.74 Paris Hilton 'Just Me' perfume, 50ml Perfume Direct /49 Boots /40 BT2 /40 Tin of Roses chocolates, 2kg Centra /27.99 Tesco /12.89