Trade readies itself for strife as supermarket cuts price tag to just £159.97

Supermarket chain Sainsbury’s fired the first shot in a 2009 hardware price war this week by cutting the cost of the Wii by £20 to just £159.97.

The offer comes as part of the supermarket’s new ‘Entertainment Blitz’ promotion, which also includes a number of cut-price Wii games, plus offers across its DVD, music and book ranges.

Ads for the range have been run in a variety of mass market magazines including Heat and Now.

However, other retailers have not welcomed the shock promotion.

One entertainment retail insider told MCV: 

“Demand for Wii is still so rampant, this just makes no sense. You can still sell them at a premium – certainly at full price. This loss leader is completely unnecessary, and now others will surely be forced to follow suit.”