Till sales growth steadied at UK supermarkets (+3.7%) in the four weeks ending 30th November 2024, down from 4% in the previous month, according to new data released today by consumer intelligence company, NIQ.
This slowdown in growth is likely due to milder weather, Black Friday distraction and shoppers holding out until early December for the big Christmas shop, it adds. The data also finds shoppers actively looking for discounts, and over the last four weeks there was a boost to store visits to stores, up 5.7%, ahead of online shopping occasions (+0.6%).
The percentage of sales purchased on promotion increased to 25% from 24% in October. Shoppers are seeking out savvy ways to save money and retailers and brands are hoping to drive incremental sales and basket spend through both more in store promotional activity and increased loyalty app discounts.
Black Friday also coincided with payday at the end of the month. Shoppers cashed in on higher ticket priced items while on promotion, such as 25% off six bottles of wine and beauty and gifting offers. However, this likely resulted in holding back spend on other items such as storage cupboard food, frozen and household basics where growth was flat, NIQ data suggests.
In terms of category growth, health and beauty experienced an uplift in sales (+6.9%), likely helped by Black Friday discounts. However, beer, wines and spirits continue to struggle as value sales fell (-3.8%) and there was no corresponding increase in unit sales (-2.5%) compared to a year ago.
Mike Watkins, NIQ’s UK head of retailer and business insight, said: “Sales are going to accelerate in the next two weeks. Food retailers can prepare for this late rush as shoppers will be looking for fresh food, centre pieces for the dinner table and last-minute gifts, including a trade up to premium items.”
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