Safeway’s has posted a 4.2% growth in like-for-like sales over the festive period helped by a “particular strong demand” for seasonal lines and non-foods.

The supermarket said the results for the four weeks ended January 4 represented its “best ever Christmas and our strongest sales performance since we began the second phase of our strategy”.

Following a slowdown in late October and November, sales were said to have “accelerated strongly” in December to deliver overall growth for the third quarter.

For the 12 weeks ended January 4 like-for-like sales grew slightly by 0.1% and by 1.3% in total.

Stores participating in the group’s Go Low, Stay Low pricing campaign was said to have “significantly” outperformed the rest of the business.

Chief executive Carlos Criado-Perez said: “Our stronger performance is particularly pleasing to see during the Christmas trading period when Safeway traditionally underperforms competitors with more substantial non-food sales.”