Asda is reporting its biggest ever trading day over the Christmas peak last year.
The grocer recorded a 4.8 million shoppers on December 23rd as well as enjoyed its biggest ever online shopping days over Christmas, exceeding £5m of home shopping sales on December 21st and 22nd, reports Retail Week.
The firm is not due to release its detailed update until February, but is attributing its success over the Christmas period to ‘gimmick-free, simple everyday low price transparency.’
The retailer claims that this was against the "backdrop of many other retailers vouchering heavily and starting their sales early."
Asda’s chief executive and president, Andy Clarke, said: "This was a very tough December for retailers with price conscious customers leaving it later than ever before to buy presents and do their big Christmas food shop.
"While some retailers hit the panic button early, at Asda we held our nerve and stuck with our simple strategy of no gimmicks, just every day low prices right across the store and online.
"It meant that customers trusted us to deliver not only on price, but also quality and good honest value. This translated into record footfall, both in store and online."