Marks & Spencer is luring customers away from nearly all its major supermarket rivals, The Mail on Sunday can reveal.
The boost has come well ahead of the usual Christmas peak for M&S when shoppers traditionally ‘trade up’ for better quality food.
According to closely guarded industry data the retail giant is believed have seized market share from most other leading grocers, with Ocado as a delivery partner and Lidl as a German chain,

Tasty: The boost has come well ahead of the usual Christmas peak for M&S when shoppers traditionally ‘trade up’ for better quality food
The shift suggests that consumers – desperate not to miss out after last year’s festive debacle – are splashing out on treats and Christmas supplies much earlier than usual.
After reducing the prices on many of its basic ranges to attract more families, M&S is also promoting ‘affordable luxury’ items this year. M&S plans to expand its range of liqueurs labelled ‘Snow Globe’.
In addition, it will also be offering festive shoppers more than 400,000 boxes of Magic & Sparkle Light-Up Chocolates.
The City received a confident presentation earlier in the month, covering clothing and food categories. This led to the surprise lead over its rivals.
Food executive George Wright said customers had definitely noticed M&S’s better price positioning.
He stated that people did not shop with us because they thought we were too costly. “Over the past two years, our value perception has advanced faster than any other grocery store.