As the festive season approaches, shoppers are gearing up earlier than usual, resulting in a significant uptick in online activity and demand for delivery slots. Waitrose experiences a surge in interest for Christmas-related products, with notable increases in online searches and bookings.
Waitrose, an established upmarket grocer, reports a remarkable increase in consumer interest as Christmas approaches. Searches for festive items such as gifts and party foods on Waitrose.com have tripled. Moreover, categories like festive confectionery and desserts have seen doubled interest, reinforcing the trend towards early preparations.
The grocer’s delivery service is witnessing unprecedented demand, with 70% of delivery slots already filled shortly after the service became available on 25 September. This marks a 6% increase in bookings compared to the previous year. The peak day anticipated is 23 December, with a majority of slots already reserved.
Maddy Wilson, the director of the grocer’s own brand, highlights the significant consumer enthusiasm, stating that the Christmas range, comprising over 500 products, is in high demand, with volumes rising by 25% over the same timeframe last year.
This trend of early festive shopping runs parallel to many retailers’ strategies to enhance their workforce for the upcoming busy period. Prominent retailers such as Sainsbury’s, M&S, Aldi, and Morrisons are actively recruiting thousands of temporary workers, reflecting the anticipated surge in holiday season consumer activity.
The current early surge in Christmas preparations underscores a shift in consumer behaviour towards planning ahead, propelling retailers to adapt their strategies to accommodate this demand increase.
