In a sign of the times, customers are getting a head start on festive preparations, as evident from the increased demand for seasonal groceries and delivery services.
Searches for Christmas-related items on Waitrose’s website have tripled, with gifts and party foods taking the lead. Festive treats, including confectionery and desserts, have doubled in interest, indicating that the holiday spirit is already in full swing.
In a notable shift from traditional shopping patterns, delivery slots have been rapidly secured by customers eager to ensure they receive festive essentials on time. Approximately 70% of these slots have already been filled, with the service having gone live in late September. This represents a 6% increase compared to last year, a clear reflection of changing consumer habits.
The day before Christmas Eve, 23 December, has emerged as a particularly popular date, with nine out of ten delivery slots already reserved. This highlights the intensified activity as customers aim to avoid last-minute shopping hustle.
The director of Waitrose, Maddy Wilson, remarked on this early surge in demand, stating, “We’re seeing a huge appetite for Christmas already with online slots filling up faster than ever before and customers stocking up early on our festive treats.” Wilson further noted that their Christmas range, featuring over 500 products, has seen a 25% increase in volume compared to the previous year.
The heightened interest in early festive preparations comes as the retail sector intensifies its seasonal recruitment efforts. Major retailers, including Sainsbury’s, M&S, Aldi, and Morrisons, have announced plans to hire thousands of temporary workers to enhance customer service during the busy holiday season.
The early rush for Christmas shopping and delivery bookings underscores a significant consumer trend towards planning ahead for the festive season, reflecting a broader shift in shopping behaviours.
