How Sainsbury's is shaping up for Christmas: value, own-brand and resurgent Argos

Exterior of Sainsbury's store in Whitechapel

After reporting first-half results today, Sainsbury’s chief executive Simon Roberts looked forward to the coming Christmas period, which is set to be more value-led than any in living memory.

“Our absolute focus is on value and the cost of living,” said Roberts.

“As a team, we spend lots of our time in our stores and operations speaking to customers and colleagues, and they’ve told us they really are feeling squeezed.” 

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