Worried customers already stocking up for Christmas

A survey by Lumina Intelligence also found that as well as those already stocking up, more than half of consumers (56%) are worried by the stockpiling and the fears of product shortages.

This figure was sub-divided into 30% who said they were “slightly worried”, 16% who said they were “worried” and 10% who were “very worried”.

The most relaxed about potential Christmas shortages were the young (18-24) and older (65+), with the middle aged most concerned.

Fractionally more than a third (34%) of the survey of 1,001 customers are already doing some Christmas shopping or considering doing so.

The products most often being bought early include most products which will keep, including confectionery, crisps and snacks, tinned and packaged products, and alcohol.

Frozen food and soft drinks are also on the stockpiling lists.

Blonnie Whist, insight director at Lumina, 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.”