Iceland Christmas page

Iceland has launched a dedicated online Christmas page, setting its stall early as a “one-stop shop for frozen Christmas products”.

The retailer is tapping into the long shelf life of frozen with a banner on the page suggesting shoppers “spread the cost of Christmas” by buying sooner rather than later.

Hundreds of Christmas products are already available on the page, from pigs in blankets to turkey crowns and gammon joints.

Where products are not yet available, shoppers can request email notifications letting them know when they are. “It’s never too early to start thinking about Christmas,” the page says.

A number of ‘three for £10’ deals are also listed, offering savings of up to £5.

Launching the page, Iceland said it was seeing “people getting ready for the big day earlier than usual” for the second year in a row. Last year, when it also launched a Christmas page early in October, Iceland said it had seen a spike in online searches for ‘Christmas’ as early as July.

The frozen food retailer’s preparations for the 2022 football World Cup, kicking off on 20 November in Qatar, also seem to be well underway. It has recently filed trademarks for the phrases ‘sausage goals’ and ‘pie goals’, both applicable to frozen pastry stuffed with meat and vegetables.

Commenting as Aldi announced its 2021 results last week, Aldi UK & Ireland CEO Giles Hurley said: “It’s certainly a more fluid Christmas than I’ve ever known, because of course we’ve got the World Cup to throw in there too. And if one of the home nations performs, it could make for a really interesting celebration.”

Iceland’s Christmas page is at