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They do occasionally do a 20% off promotion - there was definitely one over the summer. I signed up to their emails though, so they emailed a code through rather than having a general promo on their website.
I was in their Regent St store on Monday and there was a kind of lucky dip- you chose a red envelope with a card in ( to celebrate the Chinese New Year, they said!). Anyway mine had a 20% off voucher so worth investigating if this is still on. They do also have occasional more 'normal' 20% off promotions so get yourself on the mailing list if you're not.
Well done. Hobbs is sadly one of those stores that now seem priced for the sole purpose of selling at a discount. 20% is the one to hold out for, 15% on mean days, and I've seen 25% on the rarest occasion.