Supermarkets without adequate stock to cope with unprecedented consumer demand at Christmas will lose sales to competitors.
TNS Worldpanel warned that the final week before Christmas this year will be the “biggest ever seen”, with shoppers set to spend£4.25 billion in supermarkets.
TNS has forecast that, while the credit crunch will affect spending on presents, total till roll in Christmas week is expected to increase 12 per cent on last year. This is largely because Christmas Day falls on a Tuesday, so there are six days in the run up to Christmas rather than five last year.
Year-on-year spending at non-grocers fell 2.4 per cent in the 12 weeks to December 2.
TNS Worldpanel research director Edward Garner said: “With each additional full shopping day in the week before Christmas we have seen increases of 15 to 20 per cent on the previous year’s spending at the total till roll level. Retailers must be ready for the record demand we are expecting this Christmas week. Many people will be off work on Christmas Eve this year and will be doing last-minute shopping, especially for fresh goods. It is essential for retailers to ensure there is enough stock for those last-minute shoppers. If they are being caught short, they will play straight into the hands of competitors.”
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