‘Beer, chocolates sale soar in Christmas, frozen meat saw decline’

Beers, chocolates and snacks were among the significant categories to see sales volumes increase during Christmas 2022, states recent data, adding that frozen meat alternatives saw a decline in volume as shoppers bought less due to the cost of living crisis.

According to data experts Reapp, beer sales soared on the run up to Christmas, the six-week period preceding saw a sales value totalling £7,500,000+, with 1,000,000+ units being sold as people looked for ways to relax and unwind with friends and family.

Consumers got the beers in the last minute ahead of Christmas as sales soared in the four days leading (21-24),- accounting for over a fifth (21 per cent) of all sales made. The biggest winner for beer sales during this period was Scotland, establishing itself as the beer capital this Christmas with sales achieving over £890,000 with over 110,000 units sold.

Scotland was followed by the North West, with £880,000 in sales, and 117,000 units sold. Notably London achieved just over £720,000 in sales whilst securing over 100,000 units.

Last minute buying was a trend also evident in the snacking category too, sparking an increase of over 10 per cent during the Christmas period. Snacks during this six-week period secured over £30,00,000 in sales with 2021 seeing just over £28,000,000.

When it comes to chocolate though, consumers were buying well in advance and sales volumes soared, indicating the public were actively seeking products in-store as gifts for loved ones and for festive treats. Sales values indicated a Y-O-Y increase by 6 per cent, rising to over £27,300,000.

“The data suggests more favourable of the ‘smaller luxuries’ on offer, likely due to the cost of living crisis,” Reapp Group sales and marketing director, James Lamplugh said.

“People are still willing to allocate extra money for these categories, even with increased prices across the board on staple Christmas dinner items. The data also supports our previous predictions that beers, snacking and more would be the standout winners this Christmas.”