- Friday and Saturday before Christmas may be record breaking for supermarkets
- Kantar Worldpanel estimates £1.5bn to be spent in supermarkets in two days
- Data also shows that Britons now have a taste for ‘premium’ alcohol
- Aldi is fastest growing supermarket in the last three months
The Friday and Saturday before Christmas could be the busiest supermarket shopping days in history, according to consumer panel Kantar Worldpanel.
Christmas Day falls on a Monday this year and the last time that happened, in 2006, the Friday before was the most popular day for grocery shopping that year.
Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, says that if we see a similar pattern in 2017, Friday 22 December is likely to win out as the ‘grocers enjoy not only the biggest shopping day of 2017, but the most successful ever recorded.’
He adds: ‘Over Friday 22 and Saturday 23 December, we expect shoppers to part with an eye-watering £1.5billion as they fill their trollies ahead of Christmas Day.’
Christmas dash: It is estimated £1.5bn will be spent on 22 and 23 December – while data shows Aldi is once again the fastest growing supermarket
Meanwhile, its data shows shoppers have splashed out £172million more on alcohol in the last 12 weeks compared to last year, as Britons turn their attentions to upmarket tipples.
Latest supermarket figures show that the growth is mainly a result of shoppers choosing more expensive ‘premium’ alcohol, although the volume of sales has also increased.
Sales of gin are up 26 per cent, whisky 10 per cent and sparkling wine seven per cent – while a big seller this year is non-alcoholic beer, with sales up 27 per cent to the 12 weeks to 3 December 2017.
The figures show supermarket sales have increased 3.1 per cent annually, despite like-for-like grocery inflation of 3.6 per cent – the highest level since 2013.
It comes following a period of grocery price deflation which ran for 30 consecutive periods from September 2014 to December 2016. It’s based on 75,000 products.
Kantar says the price of butter, fish and fresh pork continue to rise, while only a few products are seeing prices fall, such as fresh poultry and crisps.
Market share: Tesco continues to be miles ahead of its rivals – while Aldi continues to make ground on Morrisons
Aldi fastest growing supermarket
Meanwhile, Aldi has reclaimed its crown as Britain’s fastest growing supermarket in the last three months, with sales up 15.1 per cent annually.
This compares to 14.5 per cent at its German rival Lidl.
Fraser McKevitt said: ‘Aldi saw notable successes in the chilled aisle, increasing sales of convenience products like ready meals and desserts by an impressive 40 per cent year-on-year.
WHY HAS ALDI BECOME POPULAR?
The German discounter has seen a surge in popularity in the last 18 months as it appears more shoppers are willing to give it a go.
Earlier in the year, This is Money went behind the scenes to see the secrets of its growing success, including using the same suppliers as upmarket rivals and the cunning strategy behind the ‘special buy’ middle aisles.
You can read the full feature here: Behind the scenes at Aldi – 17 secrets of its success
‘Aldi’s Specially Selected line was the UK’s fastest growing premium own label brand during the past 12 weeks, enjoying a healthy sales increase of 25 per cent.
‘Meanwhile Lidl’s market share increased by 0.5 percentage points to stand at 5.1 per cent.
‘This was helped by a strong performance from well-known brands, which currently account for 11 per cent of the retailer’s sales.’
The biggest four grocers saw collective growth of 1.9 per cent during the past 12 weeks, making this the ninth consecutive period of increasing sales for the UK’s largest retailers.
Tesco – with sales up 2.5 per cent compared to this time last year – was the fastest growing of the four.
Despite its market share falling by 0.1 percentage points to 28.2 per cent, Tesco remains Britain’s most-visited retailer – welcoming a huge 21million households during the last three months.
Sainsbury’s grew sales by two per cent, with its market share falling to 16.3 per cent. Meanwhile Morrisons’ market share fell to 10.6 per cent, despite an annual sales boost of 1.4 per cent year, showing just how much the German discounters are denting market share.
Sales also grew at Asda – up 1.2 per cent – with market share down by 0.3 percentage points.
Comparison: Almost all supermarkets have seen spend up – only Co-op bucks the trend
Waitrose and Iceland both increased sales, up by 1.6 per cent and 1.3 per cent respectively.
Co-op’s sales fell by 1.5 per cent, taking market share down 0.3 percentage points to six per cent.
The data also shows that online supermarket sales growth has slowed considerably to just 2.8 per cent in the last 12 weeks – but it is still likely to be a record December for grocery e-commerce.
Courtesy: Daily Mail Online