Over a third of consumers have or are considering buying food and drink for Christmas already, according to new research by Lumina Intelligence.
The survey found 56 per cent of customers said they are worried by the stockpiling due to concerns about shortages, Brexit, Covid-19 and the lack of lorry drivers.
The statistic was sub-divided into three categories, which included 30 per cent of customers being “slightly worried”, 16 per cent “worried” and 10 per cent “very worried”.
The results found the most relaxed about Christmas shortages were aged between 18-26 and 65+, being the most concerned.
Despite over half of consumers expressing concern around product shortages, only a third (34 per cent) either have or are considering stockpiling.
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The products most likely to purchase for Christmas before the end of October include confectionery, crisps, snacks, canned & packaged products, alcohol, soft drinks and frozen.
“Christmas this year will be incredibly different to last, when travel restrictions and last-minute regional lockdowns ended most people’s festive plans,” Lumina Intelligence insight director Blonnie Whilst said.
“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.”