LONDON — Marks & Spencer opened advance ordering for its 2026 Christmas food collection on Sunday, extending a festive marketing push that began with a preview of new and returning centrepiece dishes earlier in the week. The retailer confirmed the launch across its website and app.

The range preview, shared by M&S on social media in late August, drew thousands of comments from shoppers. Many repeated complaints that Christmas products were arriving too early, yet the retailer's food division has increasingly used late-summer launches to secure early bookings for its premium party food and dessert lines.

Highlighted items included reworked showstopper desserts, luxury canapé selections and returning favourites from previous years, according to images M&S published. The company has built a large seasonal following for viral products such as its light-up gin globes and animated chocolate figures.

Supermarkets are competing to lock in Christmas spend earlier each year. Waitrose, Tesco and Sainsbury's are expected to follow with their own festive reveals in September. M&S food sales have outperformed the wider grocery market in recent trading updates from the company.

Marks & Spencer said the early preview reflected strong customer demand for planning festive menus well in advance. The company noted that popular centrepieces frequently sell out before December.