- £5.7bn to be spent during the week ending 20 December, making it the biggest shopping week of the year
- 40% of UK households plan to use saved loyalty points and vouchers and 23% will shop around for promotions to maximise savings over Christmas
- £20bn spent over four weeks to 27December on groceries means growth of around 2.8% over last year
Total Till sales at UK supermarkets grew (+3.3 per cent) in the last four weeks ending 29 November 2025, according to new data released today by NielsenIQ. Despite this growth, NIQ data shows that shoppers are looking to prioritise savings on everyday essentials to spend on treats and indulgences over Christmas.
Overall sales on promotion increased slightly to 25 per cent of FMCG sales over the past four weeks with in-store visits rising (+4.5 per cent) as shoppers chased down deals. NIQ data shows that 17 per cent of own label sales in the last four weeks were purchased on promotion - this is up from 16 per cent a year ago with sales for brands on promotion remaining unchanged at 33 per cent.
And heading into December, NIQ data shows that 40 per cent of households plan to use loyalty points and vouchers this Christmas with 23% intending to shop around based on prices and promotions.
In terms of category performance the fastest growing super category was fresh foods (+5.3 per cent) with ambient foods growing (+2.6 per cent) with an increase in sales of seasonal favourites in chestnuts (+28 per cent), almonds (+11 per cent) and sundried tomatoes (+19 per cent), as shoppers opted for premium ingredients to elevate ordinary festive meals.
Shoppers are also stocking up on Christmas morning favourites, with frozen food sales rising (+2.1 per cent), with frozen berries (+15 per cent) and frozen croissants (+6 per cent), as longer shelf life and value help households manage budgets and waste less food.
Sweet treats are also on the menu with confectionery, snacks and soft drinks sales rising (+4.5 per cent). However, sales of beer, wine and spirits (BWS) fell (-1 per cent) as shoppers look to enjoy the celebrations in moderation.
“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 per cent," said Mike Watkins, Head of Retailer and Business Insight at NielsenIQ. "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 good news is that sales will now accelerate and over the four weeks to 27 December, we expect almost £20bn will be spent and if so, this would be a growth of around 2.8 per cent on last year."