The rise and fall in the annual gross income of Britain’s biggest supermarkets is well documented. For this reason it came as no surprise to many when Tesco’s annual figures represented a loss this quarter. Official figures suggest that a price-cutting campaign by Britain’s biggest retailer failed to plug the losses, as Tesco made its fourth quarterly loss in a row. Commentators suggest that the fall in sales is a result of the current economic climate, with shoppers’ not only spending less on clothing and electronic items, but also on their weekly food shops. However, this view is controversial as smaller competitors, such as Sainsbury’s and Morrison’s, continue to make a profit.