UK retailers brace for busiest Christmas weekend as shoppers flood High Street

LONDON — After a dismal Black Friday, retailers are bracing for the busiest Sunday of the festive season as last-minute shoppers hit the High Street. With a late Budget shaping consumer confidence and early December figures underscoring cautious spending, the industry is counting on a final burst of activity to lift holiday performance. Analysts say the weekend will be crucial for margins and for signaling whether momentum can carry into the post-Christmas period.

Retailers and analysts said yesterday’s so-called Super Saturday drew a large crowd, with an estimated 26.5 million people visiting UK town centres and shopping malls. Similar crowds were expected today as shoppers continued to hunt for last-minute gifts and seasonal deals. John Lewis, which operates 36 stores, described the mood as cautiously optimistic, with executives noting that many shoppers were returning to familiar favourites after a choppy autumn. The retailer’s spokeswoman said: “As the last shopping weekend ahead of the big day, we expect customers will be picking up their final gifts and making preparations for the arrival of friends and family.” In line with that trend, nostalgic items such as Polaroid cameras, Roberts radios, record players and vinyl are proving popular, as some customers opt for analog gifts over newer gadgets.

In the battle of the supermarkets, Aldi UK’s Julie Ashfield said the discount retailer expected its “biggest Christmas ever” with record sales. The group highlighted last-minute deals as a key driver for households looking to balance budgets without compromising on quality. Aldi’s promotions include offers intended to feed a family of six for about £1.55 per person, and turkey prices of £2.45 per kilo for British small fresh birds in stores from today through Christmas Eve. The price cuts followed similar moves by Lidl and Tesco as competition intensifies in the fasting shopping window. Ashfield said demand had been strong and sustained in the run-up to Christmas, noting that shoppers were intent on squeezing more value from every pound. She forecast Aldi would sell over 49 million mince pies, almost 46 million pigs in blankets and the equivalent of 17 million glasses of Prosecco in December alone, along with about 145 million Brussels sprouts.

GlobalData’s latest retail data suggested UK households would splurge about £3.4 billion over the weekend, up more than 12% on the same weekend in 2024. The research for VoucherCodes.co.uk indicated physical retailers should benefit from a last-minute surge that could extend into the early days of next week. Andrew Goodacre, chief executive of the British Independent Retailers Association, said indie retailers were hoping for a bounce-back after what he described as “very disappointing” indications earlier in the season. He noted that the timing of the Budget had disrupted shopping patterns and warned that higher costs in the new year weighed on the sector, adding that footfall remained below last year and sales were down for many independents. “The last thing our sector needs is a poor Christmas,” Goodacre said, stressing the importance of robust holiday trading for survival.

In the clothing sector, major players such as Primark and H&M have already begun discounting to lure casual shoppers, while The Entertainer has slashed prices on hundreds of toy items. Neil Bellamy of consumer intelligence firm GfK summed up the mood from the consumer side: “Sadly, consumers resemble a family on a festive winter hike, crossing a boggy field — plodding along stoically, getting stuck in the mud and hoping that easier conditions are not far off.” The remarks underscore a sector-wide balancing act: cutting prices to attract buyers while managing rising costs and inflationary pressures as retailers seek to finish the year on a stronger footing.

Analysts expect the momentum to carry into the early days of next week, with many retailers banking on a steady flow of last-minute purchases and the appeal of seasonal staples and gifts to buoy year-end results. The festive shopping window remains a focal point for Britain’s retail sector as it navigates a challenging year and seeks to close December with healthier margins and improved foot traffic.