Christmas stampede sees Brits spend a record £11 billion in just one month in UK's supermarkets

Brits spent almost £11 billion on groceries last month in store and online, marking an all-time record.

Shoppers pictured during the summer on Edinburgh's Princes Street. The average British household has spent a record £4,206 on groceries so far this year, according to the latest Kantar data. Picture: Jane Barlow/PA Wire

The latest industry data also showed shopping visits to stores hit the highest level since the beginning of the pandemic in a sign of increasing confidence among consumers.

Internet shopping reached another record high, with more than six million households shopping at a grocer online, according to the latest snapshot from industry consultancy Kantar.

November was the largest month ever for the UK grocery market, with £10.9bn spent in store and online. The average British household has spent a record £4,206 on groceries this year.

Fraser McKevitt, head of retail and consumer insight at Kantar, said: “November as a whole saw shopper frequency hit its highest level since the beginning of the pandemic, suggesting more confidence among people going into stores.

“Those factors contributed to November being the single largest month ever for the supermarkets, with £10.9bn spent over four weeks. December’s numbers are likely to surpass that again, and we expect spend to be close to £12bn in the month ahead, around £1.5bn more than last year.”

Many shoppers in parts of the country where non-essential retailers were forced to close are likely to have turned to supermarkets in greater numbers.

Kantar noted that take-home grocery sales rose by 11.3 per cent during the 12 weeks to November 29, the fastest rate of growth since August. Take-home sales jumped as eating and drinking out of home was restricted by the English national lockdown and tiered measures north of the Border.

The firm said Christmas had given shoppers a “much-needed cause for celebration” after a tough year.

McKevitt added: “Many people have begun the countdown to Christmas 2020 already, using more time at home to go big on festive revelry.

“Sales of turkeys, both whole birds and ready-to-roast joints, are up by 36 per cent on last year, while more than £11 million was spent on Christmas puddings.

“Shoppers spent 238 per cent more on Christmas lights in the month to November 15, suggesting that people are eager to capture the Christmas spirit at home.

“However, mince pie sales are down by 8 per cent, reflecting fewer opportunities to share a treat with friends and colleagues.”

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