Sales across the wider grocery market grew 1% in the 12 weeks to November 3, which was slower than the 1.3% growth rate in October, according to the latest Kantar data.

The data shows an increased focus on seasonal events and promotions, starting with Halloween at the end of October and running all the way through to Christmas. Kantar noted that sales of pumpkins were up 6% in October and were up 62% overall in the last decade.

In terms of Christmas spending, Kantar noted that £17m has already been spent on mince pies and £3m on Christmas puddings.