You can do your shopping on Christmas Day in almost half of all Dutch supermarkets. On Boxing Day that percentage is even around 90 percent. These are actually bizarre numbers, says expert Paul Moers. “But the supermarkets have no choice. If the consumer wants something, he gets it. And nowadays the consumer wants everything, no matter how crazy.”
Let’s start with a little explanation: those percentages may sound special, but they are actually nothing new. The number increased every year until 2021, but in the last three years the number of supermarkets open during the holidays has remained virtually the same.
“That in itself is logical. You have already covered the majority of supermarkets that want to be open at Christmas,” says supermarket expert Paul Moers. Some small supermarkets or shops in Reformed congregations cannot participate due to religious beliefs. But the big chains? They have to, says the expert.
“We think it’s normal.”
“After all, the profit margin at supermarkets is very small, so the difference between profit and loss is minimal. Supermarkets do not want to lose that turnover.” And that is why the Christmas period is so important now, because supermarkets see a huge increase in turnover around Christmas.
“You may also see this in your own purchasing behavior during this period. You don’t want to know what people are buying because the holidays have arrived. No supermarket wants to miss out on that income. That is also the reason why supermarkets now want to be open on Sundays.”
That is a trend that he believes is happening all over the world: the so-called 24-hour economy. “We think it’s normal that we should be able to get something if we want it. And that has to be done immediately. You’d be amazed at how many people rush to the supermarket at the last minute to do some shopping at Christmas.”
“As a supermarket you have to go along with the maelstrom.”
In other words: the will of the consumer is law. “Because as a supermarket you cannot actually go against that will. Then the consumer will walk away from you. So as a supermarket you have to go along with the maelstrom.” Supermarkets therefore compete with each other during the Christmas holidays. “Because there are a lot of supermarkets. If one opens at Christmas, the other wants to be open too.”
But does it really matter when you’re doing your Christmas shopping, for example because you want fresh Roma tomatoes and arugula on Boxing Day?
“Certainly not. The supply from supermarkets is constantly in progress, even at Christmas. Something enters a distribution center, but immediately leaves again. Nowadays there is no longer even room in those centers to build up stock. Distribution centers are incredibly carefully organized,” Moers concludes.