Supermarket giant Morrisons has kicked off the New Year with a significant price reduction initiative, slashing the cost of more than 2,500 items across its stores and online. The sweeping changes, which took effect from Friday, January 2nd, 2026, are designed to deliver immediate savings to customers at a time when household budgets are under pressure.
Broad Savings Across the Store
The price cuts are being applied in all of the retailer's approximately 2,200 UK supermarkets and on its digital platform. The reductions cover a wide array of goods, from everyday fresh produce to popular household brands, ensuring the savings reach a broad customer base.
Alex Paver, Pricing and Customer Director at Morrisons, explained the rationale behind the move. “At Morrisons, we believe great quality should be affordable for everyone, and we know that January is a time when the cost of the weekly shop really matters to customers,” he stated.
“That’s why we’ve freshly cut thousands of prices, from fresh favourites to cupboard staples, so customers can trust they’re getting real value every time they shop with us,” Paver added, emphasising the chain's commitment to helping shoppers spend less without compromising on the quality for which Morrisons is known.
Building on a Commitment to Value and British Farming
This latest wave of reductions follows a similar strategy in the run-up to Christmas, where Morrisons cut the prices on festive vegetables. The supermarket has highlighted its unique approach of working directly with UK farmers to secure these seasonal savings, ensuring that lower prices for consumers do not come at the expense of the producers.
By protecting farmgate prices while reducing retail costs, Morrisons aims to balance customer value with fair support for its agricultural partners. The retailer is British farming’s biggest direct supermarket customer, a relationship it reinforces through initiatives like its ‘For Farmers’ range. This line of milk, cream, cheese, and eggs has raised over £25 million, with proceeds going directly back to farming communities.
Ongoing Support for Producers
Morrisons extends its support beyond the supply chain. The supermarket offers all its farmers a five per cent discount for their own in-store and online shopping. Furthermore, its popular ‘Tractor Tuesdays’ initiative grants farmers 25 per cent off the Café menu every Tuesday, helping to raise the profile of the farming industry among the shopping public.
This comprehensive price-cutting campaign underscores Morrisons' strategy to provide tangible financial relief to its customers at the start of the year, while continuing to champion its partnerships with British suppliers. For shoppers across the UK, it translates to a more affordable basket of groceries as they navigate the post-Christmas period.
