Morrisons saw like for like sales rise by 3.7 per cent over the Christmas trading period boosted by automated ordering and strong demand for premium tiers.
The festive results, which covered the six weeks to 7 January and encompassed Christmas and New Year, come alongside like for like sales growth for the longer 10-week period, up 2.8 per cent.
Automated ordering was live in all stores across most categories, Morrisons said, which helped maintain stock levels throughout the period, while customer satisfaction improved year on year.
The retailer said it had become more competitive with the price of a basket of key Christmas items the same as last year, despite input cost pressures on many commodities.
Sales of 'The Best’ premium range were up 25 per cent, ‘food to order’ sales were up over 50 per cent, with the service available in-store and online, and Morrisons.com sales grew over 10 per cent.
Chief executive David Potts said: “More and more customers found more things they wanted to buy at competitive prices at Morrisons this Christmas. The hard work and friendliness of our colleagues continues to be key in delivering our strengthening performance, and I would like to thank them for everything they do for our customers.
“Our plans to become a broader and stronger business are progressing well, with another period of positive like-for-like sales and the start of the rolling programme to supply McColl’s.”
Morrisons saw wholesale like for like sales rise during the Christmas period, helped by supplying some tobacco to McColl’s earlier than initially planned.
After some successful trials, the previously announced agreement to start supplying all 1,650 McColl’s stores with both Safeway products and national brands will begin this month.
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