Morrisons invests £3m in slashing prices on Christmas staples

The retailer said it had invested over £3m in cutting the prices of festive staples such as cranberry sauce, tin foil and stuffing, which see a 50% uplift in sales from mid-November to Christmas every year. 

Mince pies and trifles are also included, as are the raw ingredients for festive baking such as mincemeat, sultanas, glacé cherries and pastry, as well as prawns, dips, roast potatoes and flavoured cheeses. 

The 52 items complement the 150 products that Morrisons has also reduced or frozen prices on as it seeks to support customers struggling with the cost-of-living crisis heading into Christmas.

Chief executive David Potts said: “These festive price cuts are on the key seasonal products that we know customers buy more of at this time of year because of the important part they play in Christmas celebrations. We understand that our customers are having to make tough choices at the moment about what items to put in their baskets and so we are working hard to help them when it comes to their festive grocery shopping.

“In addition to price cuts, other recent activities that have been introduced to help customers with the cost of living include the introduction of exclusive offers to My Morrisons members and the continuation of the Kids Eat Free All Day initiative in Morrisons cafés. Morrisons Christmas Collector scheme has also gone live for eligible My Morrisons members, enabling them to receive a significant money-off voucher to spend at Christmas if they meet the criteria and shop in the relevant weeks.”