MORRISONS has revealed sales soared 9.3 per cent in the past three weeks over the key Christmas trading period, compared with the same time a year ago.
Bosses from the Bradford-based supermarket said they also saw an uptick in sales in November due to remaining open as "essential" retailers during the second national lockdown in England.
Morrisons also revealed customers did their Christmas shopping earlier than usual, with sales of champagne up 64 per cent compared to a year ago along with 40 per cent jumps in salmon sales and 14 per cent rises in free-from mince pies.
In the nine weeks to January 3 like-for-like sales were up 8.5 per cent and in the six months to the same date they rose 8.3 per cent compared to a year ago, helped by strong sales online and increases in its wholesale business of 24.4 per cent.
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