In a bid to boost sales Sony has pledged to refund VAT on selected electronics products, including some cameras, via a cashback scheme.
However, the ?VAT Back? promotion will terminate on Christmas Eve, a week before the VAT hike takes effect in January 2011.
And most of the firm’s DSLRs are not eligible for the VAT refund.
Sony UK?s commercial director Andy Benson said: ?Next year is likely to be a tough time for everyone and with Christmas just around the corner getting ?VAT Back? will hopefully make the difference for anyone in two minds about whether to make that extra special purchase for the family or as a Christmas gift.?
To claim money back, consumers must initially pay the full price in-store.
They then have until 31 January 2011 to claim back the VAT on products bought between 28 October and 24 December 2010.
VAT is currently 17.5% but is due to rise to 20% in January 2011.
For details visit www.sony.co.uk/vatback
The still image cameras covered are: the NEX-5, Alpha 33 and 55, Cybershot TX9, WX5, HX5 and HX1.