One in three shoppers are planning to stockpile for Christmas

One in three shoppers are planning to stockpile for Christmas

Customers are stocking up on Christmas products early as concerns over shortages grow.

A third of consumers (34%) are considering buying food and drink  for Christmas before the end of October, according to new research by Lumina Intelligence.

The survey revealed that 55% of consumers are expressing some level of worry following media coverage of stockpiling food for Christmas, due to concerns over product shortages.

The main categories that people are stockpiling are confectionery (66% of respondents), crisps and snacks (57%) and tinned/packaged goods (55%). 

More than half of respondents say they are also considering purchasing alcohol (55%) and soft drinks (51%) before the end of October, with a view to keeping for Christmas.

The survey showed that those in the youngest (18-24) and eldest (65+) age categories are the least likely to be worried about shortages ahead of Christmas.

While over half of consumers expressed concern around product shortages, only a third (34%) either have or are considering stockpiling.

Insight director at Lumina Intelligence Blonnie Whist 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.”

Whist advised retailers to start their festive work now. 

“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.”