Woolworths is moving most of its Christmas advertising spend from TV to other areas, according to a report.
The firm has confirmed it will tie up the majority of its £25 million budget in its catalogues and online business instead, an article in Media Week said.
But the retailer has denied the shift on its advertising focus will result in an advertising review.
A Woolworths spokesman said: "While spend is at a similar level to last year, more resources have been put the way of catalogue and online initiatives than in previous years."
Analysts have speculated the retailer could enter a partnership with another retailer, possibly a supermarket looking to enlarge its footprint on the high street, such as Asda, the Co-op or Morrisons, after it reported an increase of almost 17 per cent in sales for the 38 weeks to October 27th.