LONDON, Nov 15 (Reuters) – Extra Britons started their Christmas buying early this 12 months as they navigate a worsening cost-of-living squeeze by budgeting their spending, market analysis group NielsenIQ mentioned.

In a survey launched on Tuesday, which chimes with latest feedback from Marks & Spencer (MKS.L), Sainsbury’s (SBRY.L) and Primark (ABF.L), NielsenIQ mentioned 30% of British customers began looking for Christmas this 12 months earlier than mid-October, which compares to 18% in 2021.

Mike Watkins, NielsenIQ’s UK head of retailer and enterprise perception, mentioned: “27% additionally say they are going to purchase Christmas presents once they see them in retailer”, including that this advised a “spreading the price of Christmas” mindset was much more vital as Britons battle with rising residing prices.

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