Superdrug has said it has experienced a “significant increase” in Christmas gift sales as consumers stock up for the festive period early.

The health and beauty retailer said that it had seen a 219 per cent sales uplift of Christmas gifts compared to the same period of last year.

It added that unit sales of Christmas gift sets have increased, suggesting that shoppers seeking out cheaper deals during the cost-of-living crisis.

“We know that the festive season will look slightly different this year, with Christmas firmly back on the map, families will want to celebrate and get together in groups once more,” said Superdrug chief commercial officer, Simon Comins. “But we also know that this year will be one of the hardest hit in terms of the rising cost of living.”

Comins added: "At Superdrug the customer is always at the heart of what we do. With this in mind, we have focused on offering quality and value to our shoppers, ensuring the beauty and health products we know our customers want and need are accessible.”

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