Christmas in a cost-of-living crisis: What the 2022 season looks like for grocery

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.

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

So how will the current inflationary environment affect shopper behaviours? What are the opportunities for grocery brands and retailers? How can marketers navigate this latest challenge and win with shoppers at the supermarket shelf?

The great Christmas cutback?

One only has to look at the past couple of years to see how external factors have shaped and shifted shopper behaviour. And although...

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