Lockdowns and Christmas push UK supermarket sales to record high

The vegetable aisle at the new Jack's store in Chatteris, Cambridgeshire, which the retailer has launched as part of its centenary celebrations that will see the business mark 100 years in 2019. (Photo by Joe Giddens/PA Images via Getty Images)
Tesco sales have soared. Photo: Joe Giddens/PA Images via Getty Images.

UK supermarket sales hit a record high in November as tighter lockdown restrictions and pre-Christmas trade boosted shopper numbers.

Figures from consultancy Kantar suggest shoppers spent £10.9bn ($14.5bn) in stores and online between September and November, up 11.3% year-on-year. The average household has spent £4,206 on groceries this year — a new record since Kantar began collecting the data in 1993.

“Many people have begun the countdown to Christmas 2020 already, using more time at home to go big on festive revelry,” said Fraser McKevitt, head of retail and consumer insight at Kantar.

Turkey sales were up 36% on last year, and Christmas lights sales were up 238% in the month to 14 November. Mince pie sales were down, however, “reflecting fewer opportunities to share a treat with friends and colleagues,” according to McKevitt.

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December sales are expected to be even higher, with Kantar predicting shoppers will spend close to £12bn—some £1.5bn higher than last year.

With England in lockdown throughout November and lockdowns in force elsewhere in the UK for parts of the month, shopper numbers hit their highest level since the pandemic began.

Take-home sales in November were up by 13.9%, with shoppers in England unable to eat or drink out. Alcohol sales also leapt 33% on a year earlier with bars and pubs shut. Two-fifths of growth was in spirits, with sales of cream liqueurs more than twice last year’s levels.

Online grocery shops also hit a record high at 13.7% of all sales, with more than six million households placing online orders.

The share of total grocery sales by retailer in the 12 weeks to 29 November. Chart: Kantar.
The share of total grocery sales by retailer in the 12 weeks to 29 November. Chart: Kantar.

Online retailer Ocado (OCDO.L) recorded the fastest growth of any supermarket, with sales up 38.3% in the 12 weeks to 29 November. Iceland sales saw the second biggest gains, up 21%.

“Just over a quarter of Iceland’s 21% growth came from the freezer aisles, with fruit, vegetables and household cleaning products also growing quickly,” said McKevitt.

“With shoppers buying more completely across the store, the average trip to Iceland now totals £18.21, 44% more than a year ago.”

Independents and other multiples saw the next biggest growth with more shoppers likely buying closer to home, up 17% and 19.1% respectively.

Tesco (TSCO.L), Britain’s biggest supermarket, saw sales leap 10.4% to £8.3bn.

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