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Supermarkets for £ 12 billion Christmas bonanza

Supermarkets for £ 12 billion Christmas bonanza: families who spend £ 387 million every day

Supermarkets receive a £ 12 billion Christmas bonus, while households stuck at home spend record amounts on food and drink.

The industry is heading for its best month on record in December as families spend £ 16 million an hour, Kantar says.

Consumers have shifted their spending from troubled restaurants to Christmas. December sales will be £ 1.5 billion higher than the same month last year and £ 1.1 billion higher than November, which was an all-time record.

Festive splurge: December sales will be £ 1.5 billion higher than the same month last year and £ 1.1 billion higher than November, a record all time

Festive splurge: December sales will be £ 1.5 billion higher than the same month last year and £ 1.1 billion higher than November, a record all time

Christmas lighting sales are up 238 percent, sales in Turkey are up 36 percent, and households spent 33 percent more on alcohol in supermarkets.

The average British household has already spent a record £ 4,206 on groceries this year. The second lockdown pushed their sales even higher, with Kantar reporting overall growth of 13.9 percent in the four weeks to November 29.

In a sign of the times, more than 6 million households shopped online for food in November, the highest number ever. A record 13.7 percent of all messages are now digital.

Industry leaders believe the trend will outpace the pandemic and have been rushing to capture market share – Ocado sales rose 38.3 cents in the 12 weeks to November 29. Waitrose sales were up 13.2 percent and sales in Iceland were up 21 percent,

Morrisons remained the fastest growing of the Big Four, with sales up 13.7 percent, compared to 10.8 percent at Sainsbury’s, 10.4 percent at Tesco and 7.7 percent at Asda.

Aldi’s growth of 7 percent was surpassed by a 13.9 percent increase in sales at Lidl, giving it a record market share of 6.2 percent.

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