Sales increased by 3.3% in the four weeks ending on 29 November, according to the latest figures from NielsenIQ (NIQ).

Retailers can expect an increase in sales over the upcoming weeks, with £5.7bn set to be spent during the week ending on 20 December.

The overall spend for Christmas shopping is expected to increase by 2.8% to around £20bn; however, consumers will still prioritise affordability.

The research also found that 40% of UK households plan to use loyalty points and vouchers for Christmas shopping, with 23% planning to buy based on prices and promotions.

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Mike Watkins, head of retailer and business insight at NielsenIQ, said: “Shoppers are looking for an affordable Christmas this year, and many have been holding back their spend, with unit growths across the total store down -0.8%.

“Instead, they are spending wisely and making focused savings on the weekly shop to be able to buy some treats and indulgences for the family in December.”

The fastest-growing categories were fresh foods and ambient foods, which experienced a 5.3% and 2.6% increase, respectively.

Additionally, frozen food sales and confectionary, snack and soft drink sales increased by 2.1% and 4.5%, respectively.

Ocado and Lidl continued to remain the fastest-growing retailers, with a 14% and 9.8% increase in sales.

M&S experienced a 9.2% increase, and Sainsbury’s sales grew by 5.2%. Retailers Waitrose and Tesco experienced a slight increase of 4.8% and 4.5%, respectively.