The Bank Holiday weekend provided mixed results for the major supermarkets, despite intensive promotions in the national press.
Tesco’s press ad spend for the weekend totalled £342,700 between Friday and Monday, according to figures released by Nielsen Media Research. Asda spent £55,500, Sainsbury £104,000, while Morrisons trailed with £11,000. In comparison Aldi spent £69,500, the Co-op £56,400 and Lidl £25,000.
Tesco said it had strong sales across alcohol, barbecue, fresh produce, garden accessories and outdoor games.
Although Asda said it had not seen massive sales increases in seasonal items, it had noticed an uplift in regional beers, tea bags, scones and cucumbers around the Ashes cricket.