Sainsbury's Finance has increased the 0% introductory period on purchases on its credit card from three months to ten months and has reduced its typical APR from 16.9% to 15.9%, going against the current trend in the credit card market.

Research released in July revealed that credit card firms have slashed the number of zero per cent purchase deals by a fifth in the past year, and have increased rates across the industry to an all-time high of 18%, after an increase in 0.5% in the previous 12 month period.

The Head of Sainsbury's Credit Cards, Stuart McKeggie said: "By increasing the 0% period on our card and decreasing the typical APR we are bucking the trend and hopefully offering borrowers a bit of respite in what is still a tough economic climate for many people.

"However, when choosing a credit card we would urge people to consider the rewards on offer as well as the rate and introductory deals. People should shop around for a card that offers a sustainable reward that is easy to redeem and suits their spending habits."

Customers can earn an unlimited number of Nectar points at an exchange of four points for each pound spent and redeemed against thousands of nectar offers.