Originally Posted by
Bryce Curdy
If my experience is anything to go by you are wasting your time with Dixons T5. Amazon are usually cheaper and even if they're not, some other online dealer will be.
Originally Posted by
LondonAndy
I may be wrong, but I thought I'd read that they are removing the "tax free" tag as they aren't that cheap.
Originally Posted by
Raffles
Look it up on Amazon. If Dixons will match or beat then you might as well buy it at the airport, if only for the WorldPoints.
All the above are correct.
There was a thread about this a year or so ago. (Just done a search, but couldn't find it.

) A poster from Dixons confirmed that they were no longer 'taxfree'. IIRC, s/he blamed this on the competitive situation and recent measures by HMRC. As somebody who had bought taxfree in the past, I regarded this as a farewell to Dixons and its practices.
The match mentioned above is correct, and I think BAA still maintain that their airport shops match those of High Street shops. They used to advertise this as a 15% saving when the VAT rate was 15%. Of course, the calculation was wrong, as mentioned by Raffles above, but it gave a taste of the 'taxfree' prices.
If confirmation were needed, Dixons' airport shops now masquerade as Dixons Travel rather than anything else beginning with T.
http://www.dixonstravel.co.uk/