Coles and Woolworths have slashed the price of a Christmas Day delicacy in a similar deal to one that sparked a frenzy last year.
From Wednesday, Coles and Woolworths shoppers will be able to pick up WA cooked rock lobsters for just $22, down from $27.
For the first time ever, Coles is also offering WA raw rock lobster tails and large WA cooked rock lobsters.
Woolworths is predicting its customers will consume more than 100 tonnes of WA Rock Lobster across the next three weeks, compared to 70 tonnes last year.
At Coles, lobster tails are being sold for $20 each in NSW, Victoria and Western Australia and $22 in Queensland and are available at around 200 stores, though customers are urged to check their local store for availability.
The new thawed large WA cooked rock lobsters will go for $50 each in NSW, Queensland and WA.
In Victoria and South Australia they will sell for $55 each.
At Woolworths thawed lobster tails are $9, and WA small thawed rock lobsters are $22. Fresh medium tiger prawns are $27 a kilogram. Extra large thawed cooked tiger prawns are $29 a kilo.
Woolworths Commercial Director Meat and Seafood, Tim Dudding, said the supermarket has nearly doubled its order of WA rock lobsters this Christmas after last year's buying frenzy.
"WA Rock Lobsters were one of our most popular products during last year’s Christmas season and we saw incredible demand," Mr Dudding said.
Woolworths Christmas seafood specials
Thawed small WA cooked rock lobsters $22 each
Thawed lobster tails $9 each
Cooked jumbo tiger prawns thawed $34 per kilo
Fresh medium tiger prawns $27 per kilo
Extra large thawed cooked tiger prawns are $29 a kilo
Fresh Pacific oysters 6-pack $9
Coles Christmas seafood specials
Thawed WA cooked rock lobsters, $22 each, available nationwide
Fresh Australian cooked black tiger prawns, $27/kg, down from $30 p/kg, available nationwide excluding Western Australia
Australian wild caught raw banana prawns, $24/kg, down from $26/kg, available nationwide
Thawed Australian extra large black tiger prawns $29/kg, down from $34/kg, available nationwide
Three different sizes of wild caught ocean tiger prawns, from $28/kg
New thawed WA raw rock lobster tails, $20 each, in NSW, Victoria,/Western Australia, $22 each in Queensland, available in around 200 Coles stores nationwide, please check local store for availability
New thawed large WA cooked rock lobsters, $50 each in NSW, Queensland, Western Australia, $55 each in Victoria and South Australia, available in around 200 Coles stores nationwide, please check local store for availability
The days leading up to Christmas account for about 40 per cent of Coles' annual lobster sales and customers are expected to purchase 10 times as many prawns as they would in an average week.
Coles General Manager for Bakery, Deli and Seafood Andy Mossop said data shows prawns are the third-favourite Christmas food of Aussie customers, behind Christmas ham and chocolate.
"With Christmas just a few days away, we are gearing up for the biggest week of the year for seafood sales with customers buying over 70 per cent more seafood in December compared to an average month," Mr Mossop said.
"We are delighted to be able to make great quality and responsibly sourced Australian seafood like WA rock lobsters more affordable so more Australians can treat themselves this Christmas Day.”
Frenzy over lobster sales last Christmas
Last year, Coles and Woolworths slashed the price of lobsters, which led to a frenzy and some people not being able to get their hands on them when demand outweighed supply.
Despite Woolworths ordering more than 20 times the lobsters they had the year before, the demand "exceeded all expectations", a Woolworths spokesperson said at the time,
While some shoppers came up with wild theories as to why they couldn't get their hands on the discounted lobsters, the real reason was simply because they are wildly popular.
Do you have a story tip? Email: firstname.lastname@example.org.