Morrisons serves more shoppers at Christmas and lifts sales by 1%

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Morrisons: serving more shoppers at Christmas

Morrisons like-for-like sales grew by 1%, excluding fuel, in the six weeks to 2 January 2011. Total sales, excluding fuel, were up by 3.1%.

The supermarket said despite difficult weather conditions all its stores and forecourts remained open and availability was good up to closing time on Christmas Eve.

According to Morrisons, it served an average of 2m more customers each week over the Christmas period than five years ago, and in that time has grown total sales, excluding fuel, by 47%.

Morrisons said shoppers were attracted to Christmas lines it produces in-store, promotions and its Christmas collector card, used by over 1m customers.

Chief executive officer Dalton Philips said: “This has been another good performance in a tough market. At Christmas, when customers are even more focused on great quality food at outstanding value, the Morrisons’ differences really stand out.

“I’m very pleased with the way the whole business has risen to the twin challenges of a difficult consumer environment and a prolonged spell of adverse weather and really want to thank all our 130,000 colleagues for going above and beyond the call of duty again this year, to ensure we served our customers well during this critical time.”

Looking ahead, Morrisons said it was well positioned to make progress but recognised the economic background for the UK consumer will be challenging in 2011 with disposable incomes coming under increasing pressure, through a combination of the recent VAT increase and public service spending cuts.

“Against this backdrop our fresh, quality and value credentials will continue to serve our growing base of customers well,” it said.