The price of turkey has risen by significantly less than reported in the national media - savvy shoppers hunting for deals may even be able to pick up birds cheaper than last year, according to figures obtained by The Grocer.

The standard price of frozen turkey had increased between 16% and 30% since 2007, but many lines are on promotion, typically reduced to half price. In previous years, promotions were often bogof, but half-price is this year's most widely available deal.

One offer, on small Bernard Matthews turkeys (less than 4.5kg), reduces the cost to £6. In previous years the cheapest available turkey was £7.

A spokesman for the turkey industry said the figures disproved recent press reports that turkeys would cost as much as 50% more this year, taking the cost of a typical turkey to between £70 and £90.

"It was all quite exaggerated," said British Poultry Council executive officer Jeremy Blackburn. "Our figures show the average price of turkeys is up around 9% on last year, which compares favourably with beef and pork. The rise is mainly down to the big increase in feed cost, but also the cost of electricity, heating and labour.

"A premium, 10kg organic turkey could well cost around £100, but a typical 4kg bird can still easily be picked up for less than £10," he added.