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Loss Leaders Explained: The 2025 Christmas Veg Price War

Geoff Riley

19th December 2025

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UK supermarkets have kicked off a full-blown Christmas vegetable price war, slashing carrots, parsnips and sprouts to as little as 15p–19p, and in some areas even 5p as Aldi and Lidl battle for the festive “big shop.” Meanwhile, Tesco, Sainsbury’s and Morrisons match these ultra-low prices but only for loyalty-card customers. It’s classic loss-leading: retailers sacrifice profit on Christmas staples to boost footfall, maximise the basket, and tempt shoppers into buying high-margin extras — the true spirit of turkeynomics.

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Geoff Riley

Geoff Riley FRSA has been teaching Economics for nearly forty years. He has over twenty years experience as Head of Economics at leading schools. He writes extensively and is a contributor and presenter on CPD and Revision conferences in the UK and overseas.

@tutor2uGeoff

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