Eroski expects a 3% sales increase in the next Christmas campaign

The Eroski supermarket chain expects that the value of its sales in the Christmas campaign will register an increase of 3% after a year in which the average volume sold in its stores has experienced an average increase of more than 2%.

In fact, to attract consumption at a time of year when the frequency of shopping at the supermarket increases from 10 to 11 visits, the Basque chain will invest 22 million euros in special promotions, according to its commercial director, Beatriz Santos. In addition to discounts on a selection of 100 products in high demand this holiday season, the company will launch a special offer on 2,000 references with a 70% discount on the second unit.

From Eroski they highlight the fact that in 2024 the trend of recent years of delaying Christmas shopping will continue, since 57% of them are made in December, 29% in November and just 14% in October. In this sense, Each Spanish family will spend between 25 and 30% more in December on average in the purchase of food and drinks that will make up their Christmas menus, which translates into a disbursement of 120 euros more than in a normal month.

Of this additional expense, 100 euros will be used to purchase typically Christmas products, which represent 43% of purchases December, a month in which the frequency of shopping at stores increases, going from 10 to 11 visits, according to data from the Christmas Consumption Habits Study presented by Eroski.

By category, nougat, Christmas sweets and chocolates multiplied their sales by ten in December; charcuterie, including Iberian products, and cava, wine and other beverages, triple; while fish, shellfish, lamb and beef are multiplied by two. An example that the increase in consumer confidence is not automatically reflected in consumer trends, according to Eroski, is the fact that More than 50% of the annual spending on seasonal categories such as nougat is made in December, as well as 28% in sparkling wines and 31% in the case of toys.

By type of household, the greatest increases in spending are recorded in the centers that serve as the setting for Christmas celebrations, such as the case of seniors, with an increase of 38%, as well as adults with older children, with increases of 31%.

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