Rise of the DIFM christmas

For the past two years, Energi has carried out research on the Christmas shopping habits of New Zealanders. We’ve found out that although Christmas is supposed to be a universal time of joy and happiness, in reality, Christmas is quite polarising.

‘Santas’ are the segment that see Christmas as a favourite time and a challenge to outdo last year’s festivities. ‘Grinches’ just want it to all go away. And nearly a third of all adults are ‘Ambivalents’ or Reluctants’ who want to get through the Christmas part as easily as possible and get to the holiday.

Another thing that is clear is that Christmas is a time of elevated stress. The ‘silly season’ is when everything is ‘on’. We are aiming for the hectic finishing line of work. We’re trying to sort out the holiday. We’re trying to organize what to do on the day, and how to avoid family arguments. We’re trying to entertain the kids. We’re wondering how to budget for everything. We’ve got parties to attend, presents to buy and we’ve got to get the house ready. Let alone whether it is lunch or dinner, and at home or away.

This year we have seen the rise of services designed to help the stressed Christmas Ambivalents and Reluctants.

“2018 is the rise of the ‘Do-it-for-me’ Christmas.”

There is now a host of options now available for people to buy complete Christmas meal solutions. The hamper has gone ‘pro’.

These Christmas meal services have been driven by the growing alternatives to the mainstream grocery marketers; by brands such as My Food Bag, Hello Fresh and Woop. Upmarket chain Farro is also in on the game.

Here’s a summary of what your money will buy you.

My Food Bag
3 different options:

• My Classic Christmas in large (size serves 8-10+) = $329.99
  Antipasto platter, ham, turkey, 2 desserts, 3 sides

• My Classic Christmas in small size (serves 4-6) = $219.99
  Rolled turkey, small ham, antipasto, 3 sides, 2 desserts

• My Kiwi Christmas (serves 8-10+) = $334.99
  2 legs of lamb, salmon, 3 sides, 2 desserts

• Add-on cherries, baking, cheese and honey for each option also available as desired

Hello Fresh
3 Box sizes starting from $26.42 per person:

• 4-6 people $199.95
• 8-10 people $299.95
• 12-14 people $369.95

Each has roast chicken, ham, 2 starters, 3 sides, 2 desserts
Additional cheese box for $40
Free delivery

Woop
2 different 3-course meal options in 2 sizes:

• Traditional Christmas
  2 canapes, ham, turkey, 4 sides, dessert
  6-8 people $319, 10-12 people $389
• Modern Christmas
  2 canapes, salmon, lamb, 4 sides, dessert
  6-8 people $325, 10-12 people $395
• Free delivery

Emma’s Food Bag
5 set options and a bespoke menu:

• Large menu with ham and chicken, starter,
  4 sides 2 desserts (serves 10-12 = $350)
• Small menu with chicken, starter, 2 sides and dessert
  (serves 4-6 = $159)
• Small menu with ham, starter, 2 sides, dessert
  (serves 4-6 = $199)
• Small menu with lamb, starter, 2 sides, dessert
  (serves 4-6 = $145)

Farro
Basic Christmas Kit for $329:

• 2 starters, ham, turkey roulade, 3 sides, dessert
• Add-on boxes of sweets, cheese, wine and cherries

These options all sound delicious and pretty good value for money. I certainly can’t remember coming out of a Christmas feast spending less than $400!

With this trend to DIFM taking place, what have the supermarkets been doing this Christmas? A quick search around local stores shows that the usual bunting is up and the Christmas categories are steadily emerging into the full display as you’d expect by November (time of writing).

What is different this year are the websites for Countdown and New World. Both have significantly upgraded from previous years to be more helpful for the DIY Christmas feast preparers.

New World has a raft of helpful tips on how to prepare festive drinks, ham glazes, baking, BBQs and other Christmas favourites.

But Countdown has upped the ante further, with Christmas planning ideas, recipes, things for the kids, gift ideas and competition. Countdown has also launched a high production value TV commercial encouraging us to all get excited in the ‘Final Countdown’ to Christmas. Whether you love preparing your own Christmas feast, or whether you like the idea of having it delivered to you, shoppers will be the winners on the big day. As they should be.