Christmas dinner is the heart of festive celebrations, where families and friends gather around the table to share a special meal. With the cost of living on everyone’s minds, this year’s Christmas shopping choices reflect a mix of pragmatism and indulgence. To explore these trends, ISN conducted a survey of 500 shoppers aged 25 to 65, delving into their priorities, budgets, and supermarket preferences for the holiday feast.
Price vs. Quality: What Matters Most?
The survey revealed a split in priorities:
- 52% of shoppers prioritised price, seeking the best value amidst a flurry of supermarket offers.
- 48% leaned towards quality, emphasising the importance of premium ingredients and festive indulgence, even if it came at a higher cost.
The competition between supermarkets has been fierce, with offers ranging from chocolate bars at just 15 pence to lavish Christmas dinner bundles that cater to the most extravagant tastes. The sheer variety available has given shoppers more choices than ever, but it has also highlighted the importance of balancing affordability with quality.
Where Are Shoppers Heading?
When asked where they would buy their Christmas dinner, Aldi and Lidl emerged as popular choices for their unbeatable prices, while M&S and Waitrose were favoured by those seeking high-quality, luxury items. Tesco and Sainsbury’s appealed to the middle ground, offering a mix of affordability and premium options.
Budgets: A Sign of the Times
The survey also uncovered insights into Christmas dinner budgets:
- 35% plan to spend less than £50, focusing on economical options.
- 40% budgeted between £50 and £100, aiming for a balanced yet indulgent spread.
- 25% are prepared to spend over £100, investing in premium meals and specialty items.
Interestingly, 62% of respondents reported a smaller food budget compared to last year, reflecting the ongoing impact of inflation and economic uncertainty. Despite this, many expressed a desire to maintain the magic of Christmas through creative meal planning and strategic shopping.
A Changing Landscape for Festive Shopping
Supermarkets have responded to these challenges with targeted offers and promotions. Budget-friendly chains are introducing value bundles, while premium retailers are showcasing their finest festive selections. The result is a competitive marketplace that caters to a wide range of needs and preferences.
This year’s findings highlight the evolving priorities of shoppers as they navigate financial pressures while striving to create memorable Christmas celebrations. Whether it’s a focus on cost-saving or a splurge on quality, the holiday season remains a time of togetherness and tradition.
The Spirit of Christmas Dinner
Ultimately, the ISN Christmas Shopper Survey underscores a timeless truth: the spirit of Christmas dinner isn’t defined by price tags or brand names, but by the joy of gathering with loved ones. Supermarkets play a crucial role in making this possible, offering choices that allow everyone to tailor their celebrations to their unique circumstances.
As the festive season approaches, let’s embrace the opportunity to share good food, good company, and goodwill—whatever our budgets may be.
