Asda is gearing up to launch a price war on electronic goods this week singling out Argos as its number one target.

Asda category director for electronics Sanjib Dosanjh said: “Everyone deserves a perfect Christmas and its simply not fair that customers are forced to pay up to 25%more for the same, branded products at other high street stores.

“Technology is for everyone and we can save families a packet on this year’s Christmas shopping list.”

The grocer is cutting the costs of gadgets, including camcorders, Blu-Ray players and cameras this Christmas.

The price moves, dubbed “electronitative easing”, are part of the its national campaign with independent price monitoring provider Skuuudle to expose higher prices on non-food ranges, in the run up to the festive period.

The supermarket is launching a high-profile TV advertising campaign to highlight price differences between itself and other retailers. Tablets and laptops are a key focus for the campaign.

The price war comes just weeks after the supermarket launched a similar initiative in the toys sector, once again pitting itself against Argos. Asda invested over £10m in slashing prices on 200 items in The Big Toy Rollback Event. 

Asda is gunning to become the UK’s number one non-food retailer.

Last week Asda launched its first ever Christmas gift guide. Eight million copies of the 204-page catalogue were handed out by colleagues in stores up and down the country. The catalogue, which supports Asda Direct, includes Christmas decorations, homewares, toys, healthy and beauty products, George, books, games and consoles as well as electronics.