UK supermarket chain Asda has implemented its planned range of festive discounts across over 4000 of its in-store products this week, and has highlighted its game offering in the process.

In addition, the chain has pledged to pass on the full benefit of the government’s recent VAT decrease to its customers.

“Our core purpose is to make goods and services more affordable,” Asda's president and CEO Andy Bond stated. “In the run up to Christmas and month end, when household budgets are under greater pressure than ever, we know how important it is to save our customers money. That's why we have launched our most aggressive Christmas price campaign ever.

“We already have the UK's lowest prices across our entire store whether it's customer favourites like selection boxes and mince pies, Christmas gifts like mobile phones and digital cameras, or larger items like games consoles and laptops.”

Source: RetailBulletin