Christmas might still feel a little way off, but the nation is already bracing for the annual supermarket surge.
With many households feeling the pinch this year, the timing of that big festive food shop is becoming just as important as what actually goes in the basket. Experts say the difference between a smooth, smoothly efficient Christmas shop and a full-blown aisle-nine meltdown could come down to the day you choose to hit the supermarket.
One site has analysed shopper behaviour, delivery patterns, and stock trends to uncover when the UK’s stores are at their calmest, and when they turn into a real-life festive obstacle course.
There is officially one day that stands out as the best time to get your Christmas food shop done, as well as a day you should avoid.
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According to the data provided by VoucherCodes, Tuesday 16 December, is the sweet spot for anyone planning to get ahead. Footfall is lower, shelves are better stocked, and the whole experience is far less panic-inducing than the final-weekend frenzy. It’s described as the perfect moment to fill the freezer, tick off the essentials, and dodge the shoppers still in denial that Christmas is around the corner.
While midweek brings calm, the weekend delivers carnage. The study predicts that Saturday 20 December, will be the busiest supermarket shopping day of the entire season, with nearly 20 million shoppers expected to cram into trolleys, queues, and aisles.
That’s because this will be the first day of the final weekend before Christmas: a notoriously frantic stretch where forgotten lists, last-minute menu changes, and trolley-based traffic jams in the aisles reach their peak.
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For anyone planning an online Christmas shop instead, Wednesday 17 December is the most reliable time to load up your virtual basket. Retailers are still stocked, delivery slots remain stable, and substitutions are less likely compared to the days that follow.
On the other hand, if your priority is savings on your Christmas dinner rather than peace, Christmas Eve is the next surprising ideal time. Wednesday, 24 December, is tipped as the best day to strike gold with yellow-sticker reductions on fresh produce, desserts, and festive bits as supermarkets clear shelves before closing.
However, savings expert Zoe Morris warns against leaving things too late: "Don't gamble by leaving it last minute – not only will you risk busy shops and empty shelves, but you will also be more prone to panic-buying (especially if things from your list are sold out!). Watch you don't blow your budget on luxury reindeer food without realising."
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She also advises shoppers to plan meals early, split their shopping, and keep an eye out for reductions: "Check for yellow-sticker reductions in the first hour after stores open or late in the evening – that's when you'll find the best savings on fresh items."
Ben Williams