Data: Grocery sales soar as record Christmas stretches into January

Basket Morrisons

The festive cheer has rolled on into the new year for grocers, with data showing that customers’ record food and drink spending from December continued into January.

Take-home grocery sales for the 12 weeks to January 24 grew 12.2% to £32.8bn, while the ongoing effects of hospitality closures due to the coronavirus saw customers spend £10.2bn in January – an extra £1bn compared with the same period the previous year. 

Another notable consumer behaviour came in bricks-and-mortar versus online sales. The data showed that customers who were 28 years old and under increased spending in larger physical stores by 12%, while the over-45s cut spending in supermarkets by 1%.

While the over-45s shopped less physically during the period, this age group spent more online, which Kantar says played a big part in helping digital food sales hit a record 14% share this month. 

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