Spanish households start Christmas shopping weeks earlier

By Nathan Brooks

71 per cent of Spanish households buy at least some of their Christmas food a week or more before the celebrations, according to ALDI's eighth annual report on food shopping for Christmas celebrations in Spain, based on a survey of 1,300 people. Euro Weekly News reported the findings on 10 Nov 2026.

ALDI frames the move as a way to spread the cost and avoid paying for the whole shop at once.

Among respondents who shop early, ALDI found:

• 48 per cent cite lower prices as the reason.
• 51 per cent want to find the products they need.
• 50 per cent say planning ahead helps organise shopping and meals.

ALDI also says early buying helps shoppers avoid leaving the whole job until the last minute. Fresh food still has to be bought nearer the time, while products with longer shelf lives can be picked up gradually instead of adding everything to one supermarket trip.

Price now has a larger say

The same report quantified household pressure:

• 57 per cent expect to spend more than €300 on food and drink for Christmas.
• 41 per cent expect food and drink to be their largest festive expense.
• 61 per cent say price will have more influence on what they buy this Christmas than it did last year.
• 90 per cent use at least one way to save when buying Christmas food.

The most common tactic is watching for special offers and promotions, used by 62 per cent of shoppers. A further 47 per cent plan menus in advance, helping them decide what they need before shopping and reducing the risk of buying more than they will use. Across the survey, 82 per cent plan their Christmas menus at least a week ahead.

Supermarkets carry the load

ALDI found that 51 per cent of households prefer the regular supermarket as the place to buy Christmas food. Among shoppers choosing where to shop, 56 per cent cite value for money, 43 per cent the ease of shopping and 40 per cent the range of products.

Own-brand products already have a firm place on the festive table. The report says 81 per cent of households expect to serve at least some supermarket own-brand food at Christmas. For 60 per cent of shoppers, those products account for half or more of their Christmas food basket.

Festive extras remain on the list. Two-thirds, or 66 per cent, like including gourmet products in their Christmas menus, while 70 per cent plan to serve regional specialities. Fish and seafood will feature in the menus of 50 per cent of households.

The guest list drives the bill

ALDI found that 92 per cent of households celebrate Christmas Eve with family or friends, and 90 per cent get together for New Year's Eve. In 68 per cent of homes, the festive gathering involves between five and 12 people.

That scale helps explain why food can take such a large bite out of the Christmas budget. ALDI's figures suggest that families are not necessarily cutting Christmas back. They are trying to control when and how they spend through earlier shopping, promotions, planned menus and a mix of own-brand and more expensive items.

What does this change for Christmas food retailers?

For retailers, the survey shows that early purchasing, promotions and own-brand all have direct roles in the festive basket. Seventy-one per cent of households buy some food at least a week ahead, 62 per cent use special offers and promotions, and 81 per cent expect to serve some own-brand food.

The practical point is narrower than a sales forecast. ALDI records shoppers' reasons for buying early but does not show that every product costs less weeks in advance. Comparing prices and checking offers remain necessary. Early shopping is a budgeting tool, not a blanket discount.

If the reported price pressure carries into next Christmas, the buying window should open earlier again while shoppers place more weight on value and promotions. The table stays. The bill arrives in instalments.