Safeway moves to boost sales over Christmas

Safeway has launched its biggest Christmas in-store marketing campaign in a bid to boost sales over the vital festive period.

The number four supermarket group is using the strapline 'Christmas Completely Covered' at point-of-sale and has also introduced new ranges specifically for the holiday season.

The retailer is to launch a new range of confectionery for children and a 40-strong range of chilled party food. It has also introduced a new fish range and desserts due to customer demand.

The grocer's premium range, 'The Best', has been strengthened with more than 70 seasonal lines prior to a full relaunch in February.

Safeway is investing£3 million this year in a substantial range review to improve more than 100 product categories across its 480 stores.