Tesco is to open 24 hours every Sunday during the Olympics.
The grocer will open up to 200 of its Extra stores for up to 24 hours from July 22 and extend hours at others, The Sun reported.
Asda is also taking advantage of the relaxation of Sunday trading laws during the Olympics and Paralympics which will allow large stores to open longer to benefit from the surge in extra shoppers.
A spokesman for Tesco said: “We’ve listened to what our customers and staff have told us about Sunday hours. They would like to see more flexibility.”
Asda, Debenhams, Tesco and Boots all welcomed the move when Chancellor George Osborne revealed the move in March. But The Co-operative came out against the decision fearing the “detrimental impact that this is likely to have on already beleaguered high streets”.
He said in March: “We don’t think Sunday trading relaxation for the Olympics is a big news story for sales. I have never received a letter from a customer saying, ‘Please will you open your big shops longer on Sunday?’”
The Centre for Retail Research estimates a £189.8m uplift in spend on Sundays during the Olympics.
At present, retailers over 280 sq m are restricted to any six hours of continuous trading between 10am and 6pm on Sundays. The proposals will allow unlimited trading for eight Sundays from July 22.