Winner: Sainsbury’s Gloucester Quays

Deputy store manager: Dave Benkenstein

Opened: 2009

Size: 52,000 sq ft

Market share: 11.1%

Nearest rivals:

Lidl - 0.3 miles

Iceland - 0.8 miles

Aldi - 0.9 miles

Tesco - 1 mile

Store data source: Analysis by CACI. Call the market planning group on 020 7602 6000

Your store won our Christmas G33 - what Christmas products are selling well in your store at the moment? All our non-food ranges like cards, wrapping paper, decorations and Christmas trees. Clothing is doing well too, especially Christmas jumpers. We’ve sold double the amount of last year.

Have shoppers been holding back on their Christmas shopping? We’re starting to see ­people switch their attention from non-food to food. So with things like boxed chocolates, the volume is starting to come in thick and fast. And our Taste the Difference range has seen a good uplift.

What Christmas activities are taking place in store? From 1 December from 10am to 10pm we’ve been playing Christmas songs, and colleagues are allowed to wear Christmas jumpers and T-shirts. It’s been great for morale and has encouraged banter between ­colleagues and customers.

What activities have there been for shoppers? We’ve had lots of sampling and had greeters at the door to tell shoppers about our ordering service and Christmas offer. We’ve also been doing a lot with the local community. We’ve had bag packers in and next week we’ll have a brass band and choir. We also held a taster evening and fashion show in our café.

How do you prepare staff for the busy festive period? We always take on extra staff who are trained well in advance and buddy up with an existing colleague. Our wine & spirits team has also been to Sainsbury’s food college to get some real knowledge about our products so they can help our customers.

And what’s your favourite Sainsbury’s Christmas products? Our Taste the Difference Christmas pudding laced with Cognac is really good. And from our cheese counter, Wensleydale with Fig & Salted Caramel has gone down well.