ITV News Central Reporter Callum Watkinson reports on the rise in turkey demands in the gear up for Christmas
A butcher, who has been in the meat trade for 20 years, has told ITV Central she has had to close the Christmas order book in November.
Rachel Edmonds said her orders for turkeys and turkey crowns by early November would normally total around 200.
However, this year, her Bromsgrove store has taken a whopping 6,500 orders - an increase of more than 3,000%.
It comes as butchers and supermarkets across the Midlands are reporting record numbers of turkey orders ahead of Christmas this year.
'We've had an obscene amount of orders placed for collection and delivery,' said butcher Rachel Edmonds
With family get togethers once again on the menu, people are looking forward to Christmas meals together.
Shop owners have said consumers have become more adept at planning ahead because they've been worried about shortages.
Ms Edmonds said: "Covid's taught people to plan and to book in advance.
"We started taking orders at the end of August, we've had an obscene amount of orders placed for collection and delivery throughout the local areas."
Ms Edmonds adds: "Usually very last minute people coming in right up to Christmas Eve for Turkeys - proper last minute dot com.
"But this year's just totally changed round we've had to get additional order forms, take deposits off people because it's so early."
The advice being given to those who don't want to miss out this year...is to order early.