Coles Group's (ASX:COL) shares rose nearly 1% in early trading on Monday after The Australian reported on Sunday that the supermarket chain is promoting a "summer clean" initiative to its suppliers.

Coles' internal data found that 48% of Australians "can't relax" until their homes are clean in the summer. It said the initiative was "contextually relevant" and urged its suppliers to connect with customers' "refresh behaviors" as the holiday period and the year draw to a close.

The firm's data also showed that the end of summer school holidays is one of the periods in which sales rise by around 10% to 12%.