Supermarket Asda has reported that grocery sales from its website exceeded £5 million on the Saturday before Christmas, its biggest ever day.
The chain said the performance was repeated the following day on soaring demand for delivery and 'click and collect' orders.
The supermarket said it enjoyed a 'good performance' in stores and online and that it had pursued the correct strategy of 'gimmick-free, simple everyday low price transparency and to hold our nerve when it comes to prices,' according to chief executive Andy Clarke.
'This was against the backdrop of many other retailers vouchering heavily and starting their sales early,' Clarke said.
The firm said 28 percent of grocery home shopping sales were ordered through its smartphone app in December, while mobile app sales were up over 200 percent on last year.
It is not due to release more comprehensive performance figures until February. Tesco and Sainsbury's are due to announce Christmas trading this week.
Asda has recently widened the price gap between it and rivals according to the Grocer magazine's own regular survey. But the biggest four grocers, including Tesco, Sainsbury's, Asda and Morrisons are finding it difficult to increase sales after a prolonged economic squeeze that has led to a reduction in disposable income.
The firms are feeling pressure from discounters including Aldi and Lidl. But they are also struggling to draw up strategies for their hypermarket stores as people buy more non-food online.
Supermarket consultant Steve Dresser said on Twitter he was concerned that Asda's strategy for its larger stores was not credible enough. He said: 'Is the continual talk of increasing mobile app spend and record online spend from Asda, deflection for their lack of a big store strategy?'
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