Morrisons has revealed its Christmas sales have climbed for a fourth consecutive year due to retaining competitive prices.
In the nine-week trading period to January 3, the grocer said its like-for-like sales excluding fuel rose by 3.6 per cent, comprising contributions from retail of 0.6 per cent and wholesale of three per cent.
Group like-for-likes including fuel was up 3.4 per cent while total sales excluding were up four per cent.
Morrisons attributed its performance to its “strong offer” and “trading the business hard for customers” amid the “a change in consumer behaviour during the period”.
It also boasted of increased customer satisfaction, which it said was an important measure of its turnaround progress, especially during the busiest weeks ahead of Christmas and New Year.
“This is Morrisons’ fourth consecutive Christmas of like-for-like sales growth during the turnaround,” chief executive David Potts said.
“Our performance shows colleagues are listening hard and responding to customers, providing consistently great value and good quality when it matters most.
“I would once again like to thank the whole Morrisons team for what they continue to do for our customers.
“Morrisons is well set to keep improving the shopping trip and become more and more relevant for more customers”.
The Big 4 retailer said its outlook for its 2018/19 fiscal year remained unchanged.