Research from Asda’s Christmas Community Report has highlighted that one in 10 people over 60 are unsure about speaking to anyone over the festive period.

Additionally, nearly four in five people say they will rely on TV for work between December 15 and January 1.

To combat this problem, Asda has announced in-store changes as part of its ‘Don’t be Gnome Alone’ campaign to support over-60s.

The supermarket is transforming its in-store cafes into “Chatty Cafés” where seniors can socialize, eat, drink and make new friends.

Asda is also bringing back the hugely popular Winter Warmer offer for over-60s.

This is where customers over 60 can enjoy hearty soup, crispy rolls and hot drinks in cafes for just £1.

The first was launched by Gavin & Stacey star Larry Lamb in the Basildon supermarket yesterday.

Larry spent hours chatting with more than 40 seniors who attended the grand opening, enjoying bowls of soup and cups of tea and coffee.

The winter initiative will extend to all Asda cafes until the end of 2024.

This year’s offer is bigger and better than ever, with three flavors of soup to choose from and the addition of unlimited tea or coffee, all for just £1.

Speaking at the launch, Larry Lamb said: “Asda is doing everything it can to bring people into Christmas and make them feel seen and heard, and spread some Christmas cheer.

“I urge everyone to do the same. If there’s anyone, young or old, you know who’s going to struggle for company this Christmas, pick up the phone or go visit them – and of course, visit one of the Chatty’s Asda cafes.

As well as its Chatty Café, Asda is also investing more in tackling loneliness among over-60s over the festive period.

Across its estate, and until the New Year, Asda colleagues will wear ‘Happy to Chat’ badges and check in on older customers in store and when delivering home shopping orders.

David Hills, Chief Customer Officer at Asda, commented: “Our mission this Christmas is to provide everything customers need at our famously low Asda prices.

“Christmas is a time to spend time with loved ones and the fact that one in ten older people face Christmas alone is really sobering.

“That’s why, alongside the Asda Foundation, we’re proud to invest almost £1 million through our in-store initiatives and grants to do what we can to tackle loneliness and isolation in the communities we serve.