It is always certain that strawberry prices will skyrocket around Christmas-time. Most shoppers think they are being ripped-off when the $2 punnet of strawberries at the beginning of December suddenly becomes $4 (or more) close to Christmas. This year will be no different. The best pick is probably that by about December 22 prices will probably be at least double.
But supermarkets and strawberry growers claim this isn't some pre-programmed deceit. They blame a combination of intensified demand and nature, happening at exactly the same time.
Countdown's head of produce, Steve Sexton, says over the next couple of weeks before Christmas, strawberries will become the number one product sold in the supermarkets in dollar sales, not counting gift certificates. He says supply and demand is everything with strawberry prices and supermarkets try to get the best prices.