Costcutter retailers are set to get a boost over the Olympics with special Sunday promotions designed to combat extended trading hours at the multiples.

The symbol group is launching a ‘Super Sunday Savings’ campaign with discount vouchers that customers can only use on the eight Sundays affected by the temporary relaxation in trading laws.

Costcutter said the vouchers would be available in the two million consumer leaflets it distributes for its Kwiksave, Costcutter and MyCostcutter fascias, from tomorrow.

The government ruled last month that stores over 3,000 sq ft would be able to open for longer on eight Sundays around the Olympics and Paralympics, starting on 22 July. This week, Asda confirmed it would extend its opening hours over the period, including 24-hour opening for five stores near the Olympic Park.

“The suspension of Sunday trading laws during the Olympics and Paralympics has the potential to damage sales for c-store retailers,” said Costcutter trading director Angela Barber.

“The suspension comes into effect on 22 July, but we’re launching our campaign a month in advance to allow retailers to promote their value messages and reinforce customer loyalty ahead of this crucial period.”

Costcutter is also relaunching its ‘Think Pink’ rosé wine initiative for the summer. A cider festival will also take place in August.

Meanwhile, Costcutter owner Bibby Line Group has reported a 12.1% increase in total sales, to £1.3bn, for the year to 31 December. Pre-tax profits jumped 79% to £55.7m during the period.

However, the loss of its contract with Nisa last year caused profits at its distribution arm Bibby Distribution to fall from a record £7m to £3.8m.