Morrisons sales jump as shoppers stock up on champagne and salmon

Wm Morrison said sales grew by over 9 per cent during the Christmas and New Year period, as customers shopped early for traditional goods such as sparkling wine, salmon and mince pies.

The supermarket chain said on Tuesday that champagne sales were up 64 per cent compared to last year, while whole salmon sales rose 40 per cent.

Like-for-like sales, excluding fuel, rose by 8 per cent in the 22 weeks ending 3 January, boosted by strong demand over the holidays.

The company did not issue new guidance due to the “extremely unpredictable current circumstances and the consequences for both consumer behaviour and our Covid-19 costs.”

However it stood by previous expectations of full-year profits before tax in 2021 reaching £420 to £440m, prior to an anticipated business rates payment of £230m.

Morrisons said that the new tier restrictions would cost it roughly £10m, in addition to £40m in Covid-19 costs that it had announced in early December.


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