"This was a very online Christmas, " Rahul Sharma, retail analyst at Neev Capital, told the BBC.

BBC: UK retail sales fall in December

Rahul Sharma, director of retail consultancy Neev Capital, said Morrisons was also suffering from a resurgent Tesco.

BBC: Morrisons' Christmas sales 'disappointing'

However, many had targeted "cautious" shoppers with discounts in the run-up to Christmas, according to Rahul Sharma, of Neev Capital, a retail consultancy.

BBC: Sales shoppers set online 'Boxing Day record'