The rise of Aldi and Lidl has driven the prices of the major supermarkets down across the board, especially as brands compete for Christmas trade.
Today a report revealed shoppers could buy a family Christmas lunch for just £2.66 per head.
Alex explains why the "middle class word of mouth" is crucial for retailers and why party pieces such as lobster are drawing customers away from traditional high end retailers and both Aldi and Lidl.
Alex reveals the knock-on effect of such bargain prices as it was revealed Waitrose have a Christmas cake selling for just 49p.
We also hear why the Christmas turkey is the most important part not just for customers, but for shops too.