And bake … British households agree to bake Christmas treats DIY Business


Families gear up for a homemade Christmas as they tackle the boredom of lockdown restrictions by making their own puddings, chopped pies and cakes.

Retailers are reporting increased sales of party foods such as dried fruits, marzipan, candied peel and ground meat, while new bakers have also caused a rush in sales of pudding bowls and baking sheets .

Waitrose said sales of baked goods rose by a fifth, including a 70% increase in sales of ground meat, the key ingredient in mince pies, and a 77% increase in dough. almond, which can be used to make stollen as well as a filling for cakes. . Sales of chocolate chips more than doubled.

Stollen is increasingly popular in the UK.

Stollen is increasingly popular in the UK. Photograph: Filip Singer / EPA

Another major supermarket said sales of sugar, marzipan, cherries, candied peels and chocolate drops increased by more than a quarter from previous years, with some shelves appearing empty as stores were struggling to keep up with demand.

The therapeutic power of baking has been a theme of pandemic life, from experimenting with homemade sourdough bread to attempting to recreate favorite take-out foods. The demand for flour was such in the spring that supermarkets ran out and flour mills struggled to keep up with demand.

The housewares store, Lakeland, said it saw a 47% increase in sales of mixing bowls this year. There was also a surge in sales of bowls for Christmas pudding and an over 80% increase in bread pans suitable for making chopped pies. Sales of Christmas cake decorations – such as Santas, holly and robins – are also up from last year.

Natalie Breslin, Homemade Baking Buyer at Waitrose, said many customers were making their Christmas presents this year: “We know our customers are looking to add a homemade touch to the gifts they give. Putting time and effort into a baking or giving a special gift is one way of showing those around us how much we care.

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A study conducted by One Poll for Waitrose and sister channel John Lewis found that 42% of people plan to be more creative with homemade gifts this year than in previous years.

Katherine Paterson, customer manager at Hobbycraft, said the festive DIY trend isn’t limited to baking. Its best-selling products this year include calendars and Advent balls to fill in as families look to personalize the decorations: “This will be the biggest handmade Christmas ever made with people who make and design with it. the passion and skills they’ve acquired throughout the year, ”said Paterson.

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