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Declining toy and gaming sales bring lower Christmas results for Sainsbury’s

Toy and gaming sales are in year on year decline at the grocery giant, Sainsbury’s, despite having seen Argos achieve its biggest Black Friday to date.

The supermarket has cited record sales through mobile and via Argos Click and Collect throughout the Q4 2019 trading period, in which 32 million customers shopped with either Sainsbury’s or Argos in the key Christmas week.

According to the firm, Argos outperformed the market in consumer electronics, while Sainsbury’s saw clothing sales up by 4.4 per cent on last year.

However, toy and game sales – among general merchandise – fell 3.9 per cent for the chain, dragging down the overall trading figure. 

Chief executive Mike Coupe said: “We gave our customers a great combination of quality food at good prices this Christmas and we delivered a standout performance operationally. We have a real sense of momentum in Sainsbury’s and investment in our stores and improvements to service and availability have led to our highest customer satisfaction scores of the year.

“Argos had its biggest digital Black Friday to date and record sales through mobile and via Argos Click and Collect.

“The cold weather helped to deliver strong clothing sales in the quarter and our Christmas, party and gifting ranges were all popular with customers. Argos outperformed the market in consumer electronics, but the toy and gaming markets declined year on year.” 

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