More than one-third (34%) of consumers either have or are likely to stockpile food and drink products for Christmas by the end of October, new research reveals.
The survey by Lumina Intelligence also found that 56% 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.
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.
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%), and frozen (45%).
Blonnie Whist, Insight Director at Lumina Intelligence, said: “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.”