Asda has sparked a mixed reaction after putting Christmas confectionery on sale in July. A TikTok video from the account UK Newest Foods, posted on July 31, showed festive treats including Haribo Merry-Mix, Cadbury Mini Snow Balls, and gingerbread-flavoured Malteser Mini Reindeers already on the shelves.
The early arrival of Christmas stock prompted hundreds of comments. One user wrote: “So wait? Halloween stuff is out? Easter stuff is still out? Christmas stuff is out? Have we all just collectively given up trying to judge the passage of time or...?” Another added: “I draw the line at Christmas. It’s July.” A third ranted: “This just shows how commercialised Christmas is. It's f***ing July.”
However, some shoppers welcomed the early stock, saying it helps with budgeting. One person explained: “I think it's great stores put stuff out early because the high in demand stuff always goes so quickly and those looking to buy on a budget can add things to their weekly shop in the run up to Xmas.” Another agreed: “Great for people who need to budget they can start early.”
The move comes after Asda reported a 5.8% sales slump during the 2024 festive season, according to Kantar data. Spending fell to £4.59 billion in the 12 weeks to December 29, down from £4.87 billion in 2023, making Asda the only major UK supermarket to perform worse year-on-year.
