Press Centre

Asda declares itself ready for Christmas

  • Christmas coming later; only three per cent of shoppers completed their Christmas shop
  • ‘Safe and sensible’ and present buying
  • First full trading week before Christmas since 2005 will be busiest shopping week of the year

On the day that Kantar releases its latest market share figures for the grocery industry, Asda said it was ‘ready for Christmas’ with a suite of festive initiatives based on saving customers money, giving them quality food, having the best selection of practical gifts, and a major community support partnership with ITV.

  • On price, customers can earn a £5 bonus until 11 December on a £40 basket by checking the cost of their shopping on the Asda Price Guarantee website and redeem it until the middle of January.
  • On quality, Asda’s partnership with top cookery school Leiths is making its quality food more accessible and affordable, with Extra Special sales already up by a quarter based on the same week last year. Sales of the all butter mince pies that featured in one of the TV advertisements have almost doubled so far. This week sees the launch of a new TV campaign that features more iconic festive fare including chicken liver pate kilner jars and cranberry topped pork pies.
  • On gifts, Asda has put its best-ever selection in store. George predicts a return to practical gifting this year, with customers switching from luxury gifts and gadgets to useful items. George will highlight more than one thousand £10 or less gifts to help customers bag a bargain. Customers are already buying more slippers, knitwear and nightwear with strong sales on men’s pyjama bottoms and fleecy children’s nightwear. Customers buying health and beauty ranges are looking for a ‘deceptively expensive gift’, something that is luxury and yet great value. Asda has strengthened its exclusive ranges including the Andrew Barton celebrity haircare range, and the Nirvana Spa gifts sets. Products from this range are created by a team of 40 experts at the UK’s largest and most pure award-winning day spa. New for this year, Asda is offering regional food hampers, packed with locally sourced food such as cheeses, biscuits and ales.
  • On community, this weekend sees the official launch of Text Santa, ITV’s new star studded charity campaign with Asda as the exclusive retail partner for official merchandise. Even before launch, Asda has already sold more than 100,000 of he iconic £1 Text Santa hats, with all proceeds going to the nine charities benefitting from the spectacular fundraiser. One million hats are expected to be sold to help raise much needed funds, some of which will be used to help those most vulnerable this Christmas.

Judith McKenna, Chief Operating Officer at Asda, comments: “It’s been a tough year for families, but we’ll do everything we can to ensure our customers get the extra special Christmas they deserve. Our 180,000 colleagues are ready to serve them with our lowest prices, best quality and best ranges. We’ll do our best to give our customers the sparkle they’re looking for.”

What are customers doing?

  • 93% have started their Christmas shopping but only 3% have completed it
  • Just over one third still have most of their shopping to do
  • 31% have bought items for their Christmas dinner, up 25% from last week
  • 20% of people are still yet to buy their ‘real’ tree
  • 21% have bought trees, crackers, decorations this week
Posted in Press Centre on 06 December 2011