The festive season is a huge revenue generator for the grocery sector, but as inflation causes shoppers to cut costs, food retailers and brands alike will need to think differently about connecting with them, writes planning director Callum Saunders in a new article for WARC.

Why it matters

A BBC survey suggests that three in five people will be planning smaller Christmas celebrations this year. It's not the news that grocery brands, shoppers and retailers will be hoping for after two years of Covid-impacted Christmases.

There’s no shying away from the very real challenges and decisions that shoppers...