The new data from NielsenIQ (NIQ) also shows that £5.7 billion is to be spent during the week ending 20 December 2025, making it the biggest shopping week of the year.
It notes, however, that 40% of UK households plan to use saved loyalty points and vouchers and 23% will shop around for promotions to maximise savings over Christmas.
This is backed by data from Worldpanel this week that also revealed that promotional items drove supermarket sales during November as the cost-of-living crisis continues to impact on shoppers.
This comes as NIQ released its data on Total Till sales at UK supermarkets in November which grew (+3.3%) in the last four weeks ending 29th November 2025.
Despite this growth, NIQ said shoppers are looking to prioritise savings on everyday essentials to spend on treats and indulgences over Christmas.
Overall sales on promotion increased slightly to 25% of FMCG sales over the past four weeks with in-store visits rising (+4.5%) as shoppers chased down deals.
NIQ data also revealed that 17% of own label sales in the last four weeks were purchased on promotion - this is up from 16% a year ago with sales for brands on promotion remaining unchanged at 33%.
In terms of category performance the fastest growing super category was fresh foods (+5.3%) with ambient foods growing (+2.6%) with an increase in sales of seasonal favourites in chestnuts (+28%), almonds (+11%), and sundried tomatoes (+19%), as shoppers opted for premium ingredients to elevate ordinary festive meals.
Shoppers are also stocking up on Christmas morning favourites, with frozen food sales rising (+2.1%). Frozen berries (+15%) and frozen croissants (+6%) have both seen upticks, as longer shelf life and value help households manage budgets and waste less food.
Sweet treats are also on the menu with confectionery, snacks and soft drinks sales rising (+4.5%). However, sales of beer, wine and spirits (BWS) fell (-1%).
In terms of retailer performance, Ocado (+14%) remained the fastest growing retailer whilst Lidl (+9.8%) and Marks & Spencer (+9.2%) continue to maintain good momentum amongst the supermarkets.
Sainsbury’s (+5.2%), Waitrose (+4.8%) and Tesco (+4.5%) also gained market share.
Mike Watkins, head of retailer and business insight at NielsenIQ, said: “Shoppers are looking for an affordable Christmas this year and many have been holding back their spend with unit growths across the total store down -0.8%. Instead, they are spending wisely and making focused savings on the weekly shop to be able to buy some treats and indulgences for the family in December.
“The good news is that sales will now accelerate and over the four weeks to 27 December, we expect almost £20 billion will be spent and if so, this would be a growth of around 2.8% on last year.
“Retailers are showcasing their private labels strongly this year and are supporting their Christmas ranges with attractive offers and promotions. Premium private label is currently the fastest growing segment with a 8% growth in value sales and unit growth of 4% and looks set to gain further category share this Christmas.”
