Following the previous closure of 60 stores, Mothercare UK announced earlier this week that it had gone into administration and it is closing all remaining stores across the UK.
Mothercare is reassuring customers that the closing down sale that launched today is legitimate despite confusion.
Shoppers raced to local stores in Torquay, Plymouth and Truro, but were left disappointed as there were no apparent signs of such deal. "There was so many pregnant mums there and kids as well I bet they were worse".
Councillor Lee Carter, Telford & Wrekin Council's cabinet member for the borough economy, said: "Our businesss advisor from the Marches Growth Hub has visited Telford's Mothercare store to offer support to their 27 staff in finding alternative employment".
Mothercare closed its store in Bridge Street, Peterborough, three years ago and amalgamated the outlet with its branch in Hampton.
A spokesman for Mothercare Nottingham said: "This is a great chance for clients to choose up some incredible specials as nearly everything is minimized".
Customers can expect to find a huge range of discounts and bargains as all stock must go before the Aylesbury store closes and according to the store's management, stock levels are high as warehouses have been cleared, meaning there is plenty of choice.
Discounts will also be available on the company's website, which will remain live for the time being.
Customers are being encouraged to spend any gift cards as soon as possible.
"Demand from customers will be large so really do not wait to get a fantastic deal, specially if you are Xmas buying".
On its website the company said the sake would exclude concessions, milk, food, medicines and third party gift cards.
"We'd also like to thank our prospects in the neighborhood location for their historic assist of the Mothercare model".