Ant and Dec fail to raise Christmas cheer at Morrison's as it reports 5.6 per cent drop in like-for-like sales figures
Morrison’s has revealed a 1.9 per cent decline in total sales over the Christmas period, excluding fuel, with like-for-like sales down by 5.6 per cent, it has revealed.
The supermarket chain claimed that ‘difficult market conditions’ were intensified by the growth of online and convenience channels, area the company is weak in.
Dalton Philips, CEO of Morrison’s said: "In a very tough market our sales performance over Christmas was disappointing. However we are firmly focused on driving our core business and accelerating our penetration of the fast growing channels. Our convenience business is building towards an operation of scale and the first food deliveries of Morrisons.com will be made tomorrow, reaching half of UK households by the end of the year."
As a result, the company now expects its results to be at the lower end of market expectation, it has claimed.
To accelerate Christmas sales, the chain ran an advertising campaign featuring brand ambassadors Ant & Dec.
Meanwhile, Tesco has also reported a decline of like-for-like sales over the same period of 2.4 per cent.