A SUPERMARKET chain with stores in Burton and Swadlincote has revealed ‘disappointing’ sales over Christmas.
Morrisons said that in the six weeks to December 30 like-for-like sales, which exclude new store openings, fell 2.5 per cent compared with the same time last year.
Morrisons said the figures showed it needed to improve its promotions, and also added that they showed the importance of online shopping, which Morrisons does not offer.
The retailer said in a statement: “Notwithstanding these difficult market conditions, which we expect to continue through 2013, our sales performance in the period was disappointing.
“This reflects both the need to improve our promotional innovation and the communication of our points of difference... and the accelerating importance of other channels, such as online and convenience, which Morrisons has only recently entered.”
Morrisons is the UK’s fourth largest supermarket group, and plans to have opened 70 convenience stores by the end of the year.
The chain is in the process of revamping its advertising, having announced at the end of last week that it had signed television presenters Ant and Dec to front its commercials.