According to a recent survey conducted by Lumina Intelligence, a third (34%) of consumers either have or are considering purchasing food and drink for Christmas before the end of October.

The survey found that 55% of consumers are somewhat worried following media coverage on people stockpiling food and drinks for Christmas already, due to concerns about product shortages, as a result of Brexit, Covid, and the lack of lorry drivers:

Very worried 10%
Worried 16%
Slightly worried 30%

The results show that those in the youngest (18-24) and eldest (65+) age categories are the least likely to be worried about shortages ahead of Christmas, as a result of shoppers stockpiling.

Despite over half of consumers expressing concern around product shortages, only a third (34%) either have or are considering stockpiling:

Have already purchased food and drink products ahead of Christmas 6%
Definitely will purchase food and drink products for Christmas by the end of October 10%
Probably will purchase food and drink products for Christmas by the end of October 18%

The categories that consumers are most likely to purchase for Christmas before the end of October are:

Confectionery 66%
Crisps & Snacks 57%
Tinned & packaged products 55%
Alcohol 55%
Soft Drinks 51%
Frozen 45%

Blonnie Whist, Insight Director at Lumina Intelligence, said, “Christmas this year will be incredibly different to last, when travel restrictions and last-minute regional lockdowns ended most people’s festive plans. Consumers will be looking to make up for lost time and with no restrictions surrounding gatherings we can expect big celebrations.

'However, media coverage surrounding product shortages due to the HGV driver shortage, Brexit and Covid is concerning shoppers, with some already stockpiling ahead of Christmas and many more likely to follow suit.

'Retailers need to be prepared for Christmas preparations to start early this year and should expect a bumper year for sales, but also need to communicate clearly with shoppers to ensure purchasing behaviours do not hit the extremes of April 2020 when the pressures on the supply chain peaked.”

(source: Lumina Intelligence, image: pexels)