Aldi and Lidl have steadily being growing their share of the grocery market as shoppers looking for cheaper and cheaper prices.
But, the discounters have been using clever marketing campaigns in a bid to shake the image that their goods are low-quality.
And, it seems to be working, as 49.1 per cent of consumers plan to get their festive grub from Aldi or Lidl, according to research from Conlumino and Webloyalty.
Lidl will grow its share of the festive market by 3.9 per cent this year, hoovering up 22.4 per cent of the Christmas consumers. Aldi's share will increase by 2.2 per cent annually, reaching 26.7 per cent, meaning the discounter will be more popular than both Marks & Spencer and Asda.
The middle-market supermarkets will still be on top, however. Tesco will stay the firm favourite with a market share of 36.1 per cent, followed by Sainsbury's, with a 29.2 per cent share.
Overall, shoppers are expected to spend £5.4bn on Christmas food, up 1.4 per cent on last year.
Amazon has made it onto the supermarket Christmas list for the first time since its launch of Amazon Fresh, taking a 1.3 per cent share of the market.
Guy Chiswick, managing director of Webloyalty, northern Europe, said: "Our research reflects the growing impact of Aldi and Lidl who are successfully appealing to a wider range of shoppers thanks to the upgrade in the quality of their food and drink."