Christmas grocery spend will grow 1.2% this year, according to forecast figures from IGD.
Shoppers are expected to splash out £20.6bn in the supermarkets this year and online grocery orders will generate £1.2bn in sales, a 9.3% sales uplift.
“Although our forecast indicates relatively modest growth, with overall prices lower than a year ago, this would represent a strong result for retailers and manufacturers,” says IGD chief executive Joanne Denney-Finch.
“The launch of Amazon Fresh and of Aldi online this year extends shoppers’ choice and people will also benefit from more one-hour delivery slots, shorter lead times and the growing availability of click & collect from established players.”
Discounters will also continue to grow and sales are predicted to hit £2bn, a 6.2% uplift.
“This would be another good result,” said Denney-Finch.
“Although with a stronger proposition from the leading supermarkets on ranging, price and the in-store experience, we don’t think the discounters will grow by quite as much as this time last year.”