Now that December is just around the corner, consumers are focusing on their impending Christmas dinner plans, from booking a delivery slot to buying a turkey big enough to feed the entire family – and this year comes with the added strain of the cost-of-living crisis.
With many facing tightening budgets as a result of ever-rising grocery price inflation – which hit a record breaking 14.7% earlier this month – being able to afford festive food staples let alone presents has become much more of a difficulty this year.
However, in a bid to attract shoppers and combat shrinking food shops, the UK’s leading grocery retailers have set out a range of pricing initiatives and value offers to help consumers cut costs this Christmas.
From limited-time loyalty scheme discounts to price cuts across Christmas essentials, Grocery Gazette has taken a look into this year’s festive supermarket savings…
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Tesco
Looking to offer customers a number of Christmas offers regardless of their budget, Tesco has partnered with brand agency N2O to create a pop-up Christmas market which is visiting the leading retailer‘s stores across the country throughout November and December.
As well as providing shoppers with food and drink samples and gift inspiration, the market is offering budget-friendly hints and tips on how to prepare for the big day.
Tesco has also rolled out its Clubcard Christmas savers scheme, prompting shoppers to think about Christmas early and save up to 6% more by topping up their accounts with cash to turn into vouchers.
As a result, shoppers can receive a bonus of up to £12, while those who started preparations early in July were able to put all points from their August Clubcard statements into the Christmas fund.
Being sent to shoppers this month, the vouchers can be used to spend on groceries and presents including toys in-store or family and spa days.
Tesco CCO Alessandra Bellini says, “we know that many of our customers are feeling the financial squeeze this year and could do with a little help towards Christmas. The Clubcard Christmas Savers is a savvy way to spread the cost of Christmas, without compromising on the things that bring us joy at such a special time of year.”
Sainsbury’s
At Sainsbury’s, £60 million is being invested into food and grocery this autumn as part of its Aldi Price Match campaign, Price Lock and Special Offers.
Speaking of Christmas pressures amid the cost-of-living crisis, a Sainsbury’s spokesperson told Grocery Gazette: “With costs going up, we are working hard to keep prices low.”
They add that this forms part of Sainsbury’s two-year plan to invest £500 million, “to ensure the items people buy most often are on the shelves at the best prices”, adding that customers can find low prices on everyday staples in stores and online from chicken breasts to mincemeat, butter, onions and bananas.
The Big 4 grocer has also been offering weekly Christmas deals since 9 November on festive categories such as alcohol and chocolate selection boxes.
Asda
Looking to spread the financial burden of festivities, Asda re-launched its Christmas Savings Card this year – which, once topped up by at least £30, sees users receiving a bonus of up to £15.
As part of the supermarket giant’s year-round savings scheme Asda Rewards, app users can also earn £1.50 back in their cash pots once £20 has been spent on selected frozen Christmas dinner items from brussels sprouts to British turkey and pigs in blankets.
Through this deal, Asda revealed last week that shoppers could purchase Christmas dinner for a family of five for under £22.
Morrisons
“At Morrisons, we understand that our customers are having to make tough choices at the moment about what items to put into their baskets,” a Morrisons spokesperson told Grocery Gazette.
Earlier this month, Morrisons cut the prices of 52 festive products and has pledged to keep prices low until the end of the year. Featuring products including cranberry sauce, stuffing, mince pies, and brussels sprouts, this came as part of a £3 million investment.
The grocery retailer also re-launched its Christmas Collector scheme on 7 November for eligible My Morrisons members.
Rolling out for both app and card users, the scheme which lasts five weeks gives shoppers a “significant money-off voucher” to spend from 12 December to 3 January 2023 if they meet the criteria and shop within four of the relevant weeks.
Aldi
Aldi has been named the cheapest supermarket for a Christmas dinner this year according to research by self storage provider Ready Steady Store which found for a family of six, the discount grocer costs £25.49 for a festive feast.
In looking to spread the cost of winter meals further, Aldi partnered with money-saving influencer Becky Excell to create a series of £1 meal ideas.
From winter-inspired meals including sausage stew to turkey and cranberry pie, Excell says, “I’ve created these recipes to make life easier and more affordable for all those currently facing the challenge of planning meals for the whole family.
“Thankfully, Aldi makes recipes like these possible, providing the high quality we should all expect, but at low prices – meaning there’s no need to sacrifice taste, excitement or nutritional value when cooking budget-friendly food.”
Lidl
From 1 to 24 December, Lidl will be providing its Lidl Plus users with daily offers via its in-app Christmas Advent Calendar.
A Christmas coupon will be added to a gift box each day which once opened by the discount grocers loyalty scheme users, will be saved within the coupon section of the app and available to redeem from the point of opening until the end of the following day.
M&S
To help shoppers cope with the cost of Christmas, M&S has included festive staples such as Select Farm British parsnips and cauliflowers to its Remarksable value range which is price benchmarked against key competitors.
It has also price locked over 100 products until the end of January on items useful for Christmas such as aluminium foil.
M&S confirmed that closer to the big day, its shoppers will also be able to find festive Fresh Market Specials in stores with a rotating menu, as well as its biggest range of gifts under £5.
