As Christmas Day approaches, UK supermarkets are strategising their approach to the festive season amidst ongoing economic pressures.
Many consumers, mindful of current economic constraints, are planning more diligently for the holiday season. According to Simon Roberts, CEO of a major supermarket, customers have begun purchasing gifts earlier, with substantial early orders for festive foods. The retailer has increased its delivery options to accommodate this trend, ensuring that families can access all they need for a memorable Christmas.
Similarly, at another popular chain, CEO Stuart Machin notes an increasing number of shoppers are opting to pre-order and shop in advance, as evidenced by the rapid sales of their Christmas food offerings in stores and through their online platform.
Despite the somber economic climate, there is noticeable excitement about Christmas. Research from various retailers indicates that many intend to spend more this year compared to the last. However, Matt Hood, managing director of a leading supermarket, cautions that, despite reduced inflation, customer confidence is still wavering.
Nish Kankiwala, the CEO of a prestigious retailer, concurs with this cautious perspective, acknowledging the challenges faced by consumers while expressing optimism about families reuniting for celebrations. Meanwhile, Asda’s chairman observes that, having absorbed the implications of recent fiscal policies, people are eager for festive gatherings.
This year’s festive offerings are diverse, with Tesco introducing its premium range, featuring high-quality culinary delights at competitive prices. The supermarket is also launching an array of new seasonal products, from salmon platters to holiday-themed toys and treats. Ocado adds a twist to traditional fare, offering innovative products like halloumi in blankets and pistachio panettone. At Waitrose, 114 new Christmas items, including a recommended sticky toffee pudding, have been introduced.
Retailers are optimistic about the upcoming Christmas season, with strong preparations and increasing customer interest indicating potential success. Ken Murphy of Tesco highlights their well-defined strategy and valuable product range as key elements of their confidence. Meanwhile, the sentiment across the sector is that this year will see a robust Christmas, with proactive measures in place to meet consumer demands.
UK supermarkets are approaching Christmas 2024 with a mix of caution and optimism, navigating economic hurdles while catering to increasing consumer enthusiasm.
