Supermarkets battle it out for Christmas shoppers

By John Reynolds, marketingmagazine.co.uk, Wednesday, 21 December 2011 01:15PM

Asda, Tesco and Sainsbury's will compete on Boxing Day and New Year's Day for shoppers' wallets, while the major supermarkets try to outdo each other with ambitious job-creation plans for 2012.

Sainsbury's: Christmas 2011 TV campaign

Sainsbury's: Christmas 2011 TV campaign

Asda will open a record 391 superstores on Boxing Day and New Year's Day, in a move to meet consumers' seemingly relentless appetite for shopping despite the difficult economic climate.

Asda, headed by chief executive Andy Clarke, is also planning to create at least 5,000 jobs in 2012, a figure which has been matched by its rivals.

Rival Sainsbury's is planning to create 6,000 jobs next year and a total of 50,000 by 2020.

Sainsbury's will open 533 of its main stores and 386 convenience stores on New Year's Day. On Boxing Day, the retailer will open 383 main stores and 406 convenience stores.

Morrisons, meanwhile, is not opening any of its stores on Boxing Day and New Year’s Day, except for two of its convenience stores in Ilkley and Wilmslow.

Morrisons says it is creating 7,000 news jobs in 2012.

Tesco will open a number of stores on Boxing Day and New Year's Day.

Follow John Reynolds on Twitter @johnreynolds10

This article was first published on marketingmagazine.co.uk

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