Scaled-back Christmas as consumers become 'more used to seeing fewer things on shelves'

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Consumers can expect a “scaled-back” Christmas this year as retailers reduce the range of products available to cope with supply chain pressures, MPs have been told.

A lack of HGV drivers has strained supply chains and prompted fears of shortages on supermarket shelves this festive season.

Shane Brennan, chief executive of the Cold Chain Federation, told the Commons Transport Select Committee there was likely to be less choice as retailers cut range to ensure they can deliver core products.

“It’s not about shortages, it’s about simplifying, so having less range obviously is one of the key decisions you can make in trying to make supply chains more efficient,” he said.

“And it’s about reducing the amount of goods you’re expected to put on the shelves and then working with the customer base to actually make that clear.

“We are very good at piling high and selling cheap at Christmas time.

“What we have to do is strategically scale that back in order to meet the promise that there will be the stuff you expect to see on the shelves, but not necessarily all the extras.”

Elizabeth de Jong, director of policy at trade body Logistics UK, told the hearing: “As a society, even though we’ve had panic buying over petrol, I think we are getting more used to seeing fewer things on shelves and that being OK, and knowing it’s coming.”

Mr Brennan said his members, who provide temperature-controlled logistics to clients including the major supermarkets, said after acute problems in late summer retailers have adjusted to ensure they deliver for customers.