Almost half of mums are already worrying about the cost of Christmas this year compared to last and almost a quarter will be spending less as they feel the pinch, according to Asda’s Mumdex research.

Some mums started buying Christmas presents as early as January. The survey found mums felt guilty, fearing that they will not be able to buy everything they would like to for their kids.

93% of mums are already stocking up on gifts while over a third (41%) have bought cards.

Asda chief operating officer Judith McKenna said: “What this latest Mumdex research makes clear is that mums have one eye on balancing the day-to-day, and the other firmly on the future family events – and Christmas is top of their list.”

The Mumdex research polled a panel of 4,000 mums.