The retailer is the latest of the UK grocers to launch Christmas promotions and expects the week-long campaign to save UK consumers around £12m, with further promotions launching over coming weeks.
The promotion covers all products, not just selected lines, and marks the first year Sainsbury’s has sold toys online.
The grocer expects to sell three million toys during the week, which would constitute a rise of 70 per cent over the same week last year.
Sainsbury’s toy buyer, Barrie Rankin, said: “We wanted to give our customers more choice, so rather than only cutting the price of selected lines, we decided to slash the price of everything by 50 per cent, both in-store and online, providing real value and significant savings in the run-up to Christmas.
“Over the past 12 months, our toy business has been growing exponentially and is becoming a real destination for parents looking for variety and value. We expect to sell 3 million toys over the next week, a 70 per cent sales lift on the same week last year.”