Christmas Dinner Prices A Mixed Bag of Savings and Increases

Christmas Dinner Prices: A Mixed Bag of Savings and Increases

As Christmas approaches, many families in the UK are set to benefit from a slight drop in the cost of their festive feast. Research shows that turkey and Brussels sprouts have become cheaper this year, relieving holiday budgets. However, rising costs for root vegetables, including potatoes and carrots, dampen the savings, making this year’s Christmas dinner a mixed bag for shoppers.

How Have Turkey and Brussels Sprouts Prices Changed?

A key part of many UK Christmas meals, the turkey, has seen a price reduction. The average cost of a 10lb (4.55kg) frozen turkey is £1.21 lower than in 2023. This drop follows a period of price instability in previous years, driven by higher feed and production costs. Tom Copas, the managing director of Copas Turkeys, notes that after a turbulent period, turkey prices are now stabilizing. “The price of turkeys has begun to stabilize after a couple of ‘incredibly turbulent’ years,” he said.

Brussels sprouts, another festive favourite, are also cheaper this year, with prices falling by 12% for a 500g bag. After facing difficult growing conditions over the past few years, this year’s crop is thriving, thanks to more favourable weather. “This year, we’ve returned to normality, and the sprouts are thriving again,” says John Inglis, senior commercial manager at ESG Drysdale, one of the UK’s largest sprout producers.

Why Are Root Vegetables Becoming More Expensive?

While turkey and sprouts may be cheaper, root vegetables are pushing up the cost of Christmas dinners. Maris Piper potatoes have soared by 26%, with a 2kg bag now priced at £1.99, compared to £1.58 last year. Poor weather, particularly a wet spring, delayed the planting season for root crops, which led to these price hikes. Tracy Bush, co-director of Provenance Potatoes, explained, “We had a particularly wet spring, so planting was difficult for root crops, and then the autumn, when crops are lifted and harvested, was also very challenging.”

Carrots have also seen a significant price jump, rising 13.4% to 69p per kilo. Farmers like Rodger Hobson point to the wet weather as the cause of the delayed planting season. While prices have increased, Hobson predicts that prices will drop closer to Christmas. “When it comes to Christmas week, carrots will often be sold at a loss as supermarkets use them as ‘loss leaders’ to attract customers,” Hobson explained.

How Do Supermarkets Use Loss Leaders to Attract Customers?

As Christmas nears, supermarkets across the UK will likely slash prices on certain items to entice customers. These “loss leaders,” sold at a loss to lure in shoppers, typically include vegetables like potatoes, carrots, and Brussels sprouts. Retail expert Ged Futter noted, “Every year, they do the same thing. They cut prices on potatoes, carrots, parsnips, and Brussels sprouts to get shoppers in the door.” This price reduction helps stores boost foot traffic, encouraging customers to spend more on higher-margin products.

Futter, however, pointed out that these low prices do not represent the true cost to farmers, leading to concerns over food waste. “People think that food is cheap to produce, but that’s not true,” he said. While the savings may appeal to consumers, it’s important to understand the broader impact on the supply chain.

Are Christmas Desserts Getting More Expensive?

The cost of desserts, often the final course of a Christmas dinner, has also risen this year. Christmas pudding prices have increased by 11%, while mince pies have become 5% more expensive. Despite the price hikes, some companies have not refrained from passing these costs on to customers.

Jessica White, the owner of Meg Rivers Artisan Bakery, shared that while ingredient and packaging costs have risen, her company opted to keep prices the same this year. “We’ve sold out of Christmas puddings already and had to make more to fulfil our waiting list,” White said. “We make more each year and have never seen a drop in demand.”

Which Supermarket Offers the Cheapest Christmas Dinner?

The cost of your Christmas dinner can vary significantly depending on where you shop. A price comparison of five of the UK’s largest supermarkets—Tesco, Sainsbury’s, Asda, Morrisons, and Aldi—reveals that Aldi is the most affordable, with a basic list of Christmas essentials costing around £24.30.

Asda follows closely at £28.22, while Morrisons and Sainsbury’s fall in between. Tesco, however, is the most expensive, with the same basket of items costing £36.51. This marks a shift from last year when Morrisons was found to be the priciest, and Tesco was third.

Although all the supermarkets offer similar products, variations in sizes and types can lead to differences in total costs. These prices will likely fluctuate as the holiday draws closer and supermarket competition heats up.

What Does This Mean for Christmas Dinner Costs?

Ultimately, the cost of a Christmas dinner 2024 is a mixed bag. While some key items like turkey and Brussels sprouts are cheaper, the rising costs of root vegetables and desserts will likely offset these savings. With supermarkets competing fiercely for customers, shoppers may find good deals on certain items, especially as Christmas approaches. However, it’s important to remember that while these discounts are beneficial in the short term, they often come at a cost to the farmers and can contribute to food waste.

For those planning a festive meal, it’s a good idea to shop around and compare prices, particularly as supermarket prices fluctuate up to Christmas.

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