The supermarket will give shoppers that spend more than £40 on six separate occasions between today (31 October) and 24 December a voucher for £25 that must be redeemed before 31 December.

Last year, Morrisons also extended the scheme to 30 January to help ease the impact of the VAT increase at the start of the year by offering an additional £5 voucher.

Morrisons says it is also planning “new and exciting promotions for January to help after Christmas”, but would not reveal the details.

The supermarket also says that despite the popularity of its Christmas loyalty promotion, it has no plans to launch a permanent loyalty scheme at present.

The supermarket is launching a press, outdoor and TV campaign today (31 October) to promote its Christmas Collector Card promotion using the strapline: “Come to us for Christmas”.

It will also be promoted in-store and through a direct mail door drop campaign.

Richard Lancaster, corporate marketing and operations director for Morrisons says: “At Morrisons we know how hard it is for our customers given the worsening economic situation. The Morrisons’ collector card scheme is designed to give some much needed financial help during the festive season.”

The supermarkets are all expected to ramp up their marketing activity to entice shoppers through the doors this Christmas and Asda has revealed that more than 1 million shoppers have logged on to use its online Price Guarantee since it introduced a “bonus” £5 cashback on shops over £40, two weeks ago.