Morrisons reports strong festive trading as customers celebrate a traditional Christmas

Morrisons updated the market on trading over the festive period

The Bradford-based grocer said like-for-like sales jumped 9.3 per cent over Christmas and the new year.

The firm said it has focussed on playing its part in feeding the nation amidst the "ongoing extremely difficult period for all".

Morrisons said its underlying performance was very strong throughout the whole period, with significant operational gearing offsetting both the extra Covid-19 costs and other profit impacts that have increased since the introduction of the most recent tier systems in early December.

The group said its market share has grown, and online and wholesale channels are growing very rapidly asit develops as a multi-channel business.

The firm said shopping patterns and customer behaviour were different this year as the Covid-19 restrictions made larger gatherings of family and friends more difficult.

In the lead-up to Christmas it saw more customers shopping earlier than in previous years and a renewed focus on traditional Christmas fare.

Champagne sales were up 64 per cent compared with last year, whole salmon sales rose 40 per centand Free From mince pies were up 14 per cent.

Its new doorstep delivery service completed over 35,000 orders in the two weeks before Christmas, delivering to the vulnerable, the elderly, the isolating and the isolated to make sure no-one was left behind.

Morrisons said the feedback from these customers, their families and communities for this service has been "amazing".

David Potts, Morrisons' chief executive, 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. But I’m even more proud of the broader contribution that the Morrisons team has made to the communities we serve - through food bank donations, doorstep deliveries to the vulnerable, discounts for key workers, the work of our 500 community champions and the countless small acts of kindness that have made a particular difference this year."