As Christmas day nears closer, many of us will need to have acquired some sort of decent gift to give to our families and friends. However, with the heavy increase in living essentials, it would be almost impossible to spoil the people we love most with lavish gifts, like how it was in the past.

Famous multi-million super-market chain, Sainsbury’s, has decided to do something to retain its money-wary customers. They have decided to invest £50 million into Christmas essentials. Most have decided that this decision is a “saving grace.”

Reji Menon, an individual living in Southend, had this to say about the prices;” Yeah, very expensive, costly. Each and every thing. Groceries, the rent, Train tickets. For Christmas, you can get presents, you don’t have to buy some expensive one if you want to gift someone, but it won’t be that fancy: it will be a simple one”

The interim report for September 17th showed a 0.2% increase in grocery items, but a pronounced drop in sales in general merchandise. These results may mean that the average British household is tightening up their budgets due to the heightened inflation of their necessities.

However, this also may mean that people are gearing up to buy those presents and celebrate Christmas generously due to the previous 2 Christmases having to be celebrated in lockdown. Folks who didn't get the chance to see their loved ones during this festive time can now celebrate with them for the first time in almost 2 years.

According to the 2022 annual report from Sainsbury’s, the sales index has been much higher in general, as compared to the previous year, 2021. This is mostly attributed to the fact that they were still adapting to the pandemic. This also states that the retail operating profit (what the business can say they've earned after paying rent, their employees. Etc, but not taxes or investments) has had a growth of 36.9% increase in that, making them more stable financially able to offer cheaper products from the £50,000,000 investment.