Shares in the high street retailer Jessops crashed almost 70% last week amid profit warnings and a hostile marketplace.

Whilst sales in digital cameras continue to grow, dSLR sales alone up 60% year on year, the average price of digital camera?s being sold is falling.

This can be directly attributed to the fierce marketplace created by competition from online retailers with much lower overheads than the high-street retailer. Whilst Jessops offer buying advice and the opportunity to experience potential purchases first hand, more and more customers are opting to maximise savings and buy online.

?Jessops is experiencing unusually tough trading conditions, driven by severe price deflation in the camera market leading to pressure on both revenues and margins,? Chief Executive Chris Langley said in a statement last week.