The Golden Guide 2026

Last December was a record grocery month: £13.8 billion, a third of it sold on promotion. In the same four weeks, premium own-label passed £1 billion for the first time.

Shoppers were economising and treating themselves at once, which changes the maths on every peak sale you chase.

The Golden Guide 2026 follows that maths from the customer to the till to the parcel counter.

Own 25% of a customer’s wallet? Find out who has the other 75%.

One non-essential category grew 9% in 2025 while luxury fashion fell 8%. Which one, and what it says about your peak plan.

Transactions up 6.09%. Average basket down 4.15%. Is your peak growth buying customers or giving away margin?

And more.

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