Select & Save is hoping to steal a march on the multiples this festive season with a competitive promotional package and high-profile advertising campaign.

Adverts, which appeared across local papers earlier this month, claimed that its stores were 30% cheaper than Sainsbury and 29% cheaper than Tesco on a wide range of goods.

Sales through stores, which were also supported with branded leaflets, are up on last year, the group reports, with sales through Bal Aulak’s store in Shirley, Solihull, having exceeded £60,000 in the week before Christmas.

The group, which has nearly 100 stores in its membership, has also added 15 new sites to its portfolio this year.