Not just for Christmas: Britain’s M&S targets more regular food shoppers

In Britain, a Christmas trip to the food aisles of Marks & Spencer is as much a treat as presents under the tree, with millions of shoppers ditching their regular supermarket to buy one in four of the fresh turkeys sold over the festive period. The challenge the 139-year-old group has faced is that a lot of those shoppers then return in the new year to the likes of market leader Tesco, No. 2 Sainsbury's or the German discounters Aldi and Lidl which have driven a retail revolution in Britain. After decades of failed reinventions, M&S has entered this festive period in a stronger position, having used savings from a rebuilt supply chain to become more competitive on price and invest in new ranges.