Morrisons suffered a “disappointing” festive season compared to a number of independent retailers, according to the multiple’s latest trading figures.
In the six weeks to December 30, the multiple’s total sales (excluding fuel) were down by 0.9% while like-for-like sales were down by 2.5%.
This was a poor performance when compared to independent retailers who reported steady sales increases for the period.
John Perrett, who owns 14 Spar stores on the Isle of Wight, reported a 10% year-on-year increase in sales for Christmas. “It was a solid Christmas thanks to some strong promotions that customers really responded to,” he said.
David Knight, of Knight’s Budgens of Hassocks, West Sussex, reported an 8% sales increase compared to the same period in 2011.
Morrisons chief executive officer Dalton Philips said the company’s performance was “disappointing” and that the figures reflected the need to improve promotional innovation and the communication of the supermarket’s point of difference.
The supermarket giant has also recently pledged to focus more on its convenience channel offering, planning to “accelerate the rollout programme in 2013/14”.
“In a difficult market, our sales performance was lower than anticipated but we have a strong business and significant opportunities to advance our strategy, as we accelerate our multi-channel offer,” said Philips.