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Shoppers fill freezers early for Christmas and stock up on mince pies, in boost for retailers

·1-min read
Shoppers are buying mince pies early  (PA)
Shoppers are buying mince pies early (PA)

Christmas has come early for a host of retailers, with shoppers already spending millions of pounds stocking up on mince pies and turkeys, new data shows.

Research firm Kantar said in the four weeks to October 31 frozen poultry sales were 27% higher than a year earlier and the spend was up by £6.1 million.

On top of that, 4.7 million households bought mince pies.

Fraser McKevitt, head of retail and consumer insight at Kantar, said: “With Christmas ads out earlier than ever and Christmas stock on the shelves, we’re keen to prepare early this year so we can dive head first into festivities.

Total supermarket sales were 1.9% lower in the quarter ending October from last year, but still 7.3% above before the pandemic.

Shoppers have been buying early for the festive period to beat any shortages due to supply chain problems, and in anticipation of bigger gatherings compared with smaller dinners during the pandemic.

Figures today from Barclaycard show overall consumer card spending grew by 14.2% in October, versus 2019. It said many consumers are buying Christmas gifts earlier than usual, including toys.

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