Waitrose shoppers are gearing up for Christmas earlier than usual this year.
- Searches for Christmas-related products on Waitrose’s website have tripled.
- Delivery slots for festive orders are already 70% booked.
- There’s a noticeable increase in demand for seasonal confectioneries and gifts.
- Retailers are enhancing recruitment for the holiday season to improve service.
Waitrose has reported a significant increase in early Christmas shopping, with consumers flocking to prepare for the festive season well ahead of time. The upmarket grocery retailer has observed that searches related to Christmas food, gifts, and seasonal party items have tripled compared to previous years, indicating a robust enthusiasm for holiday preparations.
The demand for delivery slots has surged, with 70% already filled as of the early announcement stage. This rapid uptake signals a 6% increase in bookings compared to last year, emphasising the eagerness among consumers to secure their festive preparations. Notably, December 23 has emerged as the most popular day, with nine out of ten delivery slots on that date already reserved.
Items such as festive confectionery and desserts have seen a doubling in demand, showcasing consumers’ inclination to indulge in seasonal treats. Maddy Wilson, Waitrose’s own brand director, commented on the situation, noting that online shopping slots are filling up faster than ever, and customers are beginning to stock up on festive treats much earlier than usual.
Alongside product demand, retailers are responding to the anticipated busy period by increasing their workforce. Companies such as Sainsbury’s, M&S, Aldi, and Morrisons have already announced plans to hire thousands of temporary staff to enhance customer service during the holidays. This proactive approach aims to manage the higher footfall and ensure smooth operations during the peak shopping periods.
The early surge in Christmas shopping activity underscores a growing trend of consumers preparing for the festive season well in advance, catalysing both market demand and employment initiatives.