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Retailing on the lead up to Christmas

According to a recent him! study, busy shoppers are expected to be still stocking up on Christmas essentials in the food and drink category right up until Christmas Day. How retailers respond to this last minute demand will determine their sales figures for the festive period.

Last year 13% of 25 – 34 year olds were shopping for food and drink items on Christmas Day itself whilst 22% were still shopping on Christmas Eve and a huge 60% were still purchasing food and drink items between December 22nd and December 24th. Such surprising statistics are extremely helpful for retailers who are looking to plan ahead for the busy period.

Statistics from this time last year give us some useful insights such as;

  • 10% customers purchased alcohol during December
  • 10% customers purchased crisps/snacks during December
  • 6% purchased items that are associated with a traditional Christmas Dinner
  • 10% purchased items from the confectionary category

Data like this is extremely useful and retailers should take note when considering what to stock on the run up to Christmas. Louise Howarth, Insight manager at him!, notes that “with shoppers still busy buying food and drink for Christmas right up until Christmas day, retailers need to take full advantage and ensure they are fully stocked right up until the last minute in order to capture spend from the rush”.

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