Greggs serves up Christmas sales boost despite ‘challenging’ market

The bakery chain, which has about 2,740 shops, said it was performing better than its competitors.

Greggs reported stronger Christmas trading, but warned that the broader food-to-go market remains under pressure as consumer confidence stays subdued. The update weighed on sentiment, and the company’s shares fell by around 8% on Thursday.

The bakery chain, which operates roughly 2,740 shops, said it continues to outperform competitors despite the tough high-street backdrop. Over the 13 weeks to 27 December, total sales increased by 7.4%, taking full-year sales to £2.15 billion—up 6.8% versus 2024. The annual performance reflects continued expansion, with a net 121 new store openings during the year.

Like-for-like sales growth at company-managed locations was more modest, rising 2.9% compared with the previous year. Greggs credited seasonal products for supporting demand over the festive period, pointing to items such as the Festive Bake (including a vegan version) and a festive flatbread designed for lighter lunchtime choices. The firm also said it gained market share as customer visits increased, including for breakfast and evening occasions.

Even so, the company cautioned that weaker consumer confidence is impacting the wider category. Chief executive Roisin Currie said Greggs made solid progress through 2025 in a challenging environment, and was pleased the business outperformed the broader market and increased its share of visits. She added that the group is focused on making the brand even more convenient and delivering strong value for customers who are watching their spending.

The update comes amid signs of strain in the UK retail sector, with official figures showing declines in retail sales in October and November, including weakness in supermarket and food sales linked to ongoing cost-of-living pressures. Greggs also raised some prices in October, including certain baked items and breakfast deals. The company said it is taking steps to manage rising costs—such as higher wages and taxes—while continuing to invest in its supply chain.