Morrisons Christmas sales rise boosted by traditional festive fare

Morrisons posted a 9.3% rise in like-for-like sales excluding fuel in the three weeks to January 3 driven by a “renewed focus on traditional Christmas fare” such as whole salmon and champagne, which delivered 40% and 63% sales rises respectively.

The supermarket giant said for the nine weeks of its current fourth quarter, like-for-like sales were up 7.3%, which rose to 8% in the three weeks over Christmas and new year.

Morrisons said online sales during the festive period had been strong with sales more than tripling year on year across all channels during its fourth quarter so far.

Demand for Morrisons’ doorstep delivery service was high as many vulnerable customers unexpectedly spent Christmas without loved ones due to tier-four restrictions. The grocer’s new service completed 35,000 orders in the two weeks before Christmas. 

Across the 22 weeks of Morrisons’ second financial half, sales were up 8.1% overall on a like-for-like basis.

The supermarket chain reiterated its previous full-year guidance between £420m and £440m, prior to its £230m rates repayment, as it expects increased costs associated the coronavirus to be offset by sales growth.

Chief executive David Potts said: “The pandemic has had a severe effect on people and communities around Britain for nine months now but it has been especially hard at Christmas time. I’m very pleased with the way the Morrisons team has helped our customers across the nation enjoy their Christmas in the best way they could with safe shopping, great service and outstanding stores even in the most difficult circumstances.  

“We will carry on listening, responding and growing, and take all the positive learnings and momentum of the most challenging of years into what we believe will be a better 2021 for all.”