The latest grocery market share figures from Kantar show take-home grocery sales rose by 11.3% during the 12 weeks to 29 November 2020, the fastest rate of growth since August.
Take-home sales during the past four weeks increased by 13.9%, as eating and drinking out of home was restricted by the English national lockdown.
Fraser McKevitt, head of retail and consumer insight at Kantar, said: “The three days before non-essential retail and hospitality closed on 5 November were especially busy, with grocery sales that week up by 17%. November as a whole saw shopper frequency hit its highest level since the beginning of the pandemic, suggesting more confidence among people going into stores. Those factors contributed to November being the single largest month ever for the supermarkets, with £10.9 billion spent over four weeks. December’s numbers are likely to surpass that again, and we expect spend to be close to £12 billion in the month ahead, around £1.5 billion more than last year.”
After a tough 12 months for many people, Christmas has given shoppers a much-needed cause for celebration. 42% of Britons said they are pushing to make this the best Christmas in memory, while over a third are planning to put up Christmas lights early because of the pandemic*. Fraser McKevitt continues: “Many people have begun the countdown to Christmas 2020 already, using more time at home to go big on festive revelry.
Sales of turkeys, both whole birds and ready-to-roast joints, are up by 36% on last year, while more than £11 million was spent on Christmas puddings. Shoppers spent 238% more on Christmas lights in the month to 15 November, suggesting that people are eager to capture the Christmas spirit at home. However, mince pie sales are down by 8%, reflecting fewer opportunities to share a treat with friends and colleagues.”