Twenty past eleven on Wednesday morning is predicted to be the busiest moment in supermarkets this year as almost a third of people embark on their main Christmas food shop.During the hour from 11am to midday there will be three and a half times more people in stores than a usual Wednesday, according to Waitrose.Sainsbury’s also expects its checkouts to hit their peak between 11am and 1pm and Tesco has taken on extra staff to prepare for what it predicts will be its busiest in-store shopping day.A poll of 2,200 people for BBC Good Food found 31 per cent planned to do their main Christmas food shop today.December 23 is usually the most popular Christmas food shopping day because shelves are fully stocked of fresh ingredients such as cream and Brussels sprouts.
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