Research from the Institute of Grocery Distribution (IGD) suggests shoppers are predicted to spend more than £22.2 billion over the coming Christmas period. This represents a 2.6% increase on the same period last year.

Vanessa Henry, shopper insight manager, said: “Despite some concerns about costs, shoppers still see this time of year as the main chance to treat themselves and their families. But this doesn’t necessarily mean spending more.

“Our research shows us that shoppers are being savvier with their spending to ensure they don’t have to sacrifice on quality, with more shopping around at several stores to seek out the best deal as opposed to buying cheaper products. We’re also seeing shoppers trying to get ahead of the season’s spending by starting their purchases earlier in the year to spread the cost.”

According to the IGD, shoppers are still more likely to shop around for the best prices than to trade down. Around 48% are planning on shopping at a number of different stores over the Christmas period, while 43% say they will spread their food and grocery shopping among several different grocery stores in the lead up to the 25th December. Only 21% plan to will visit one store to do a single big shop in one event. This suggests a change in consumer habits from the tradition of loyalty to one specific store and only visiting the one.

 
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