Shops ready for ‘Super Christmas Eve’ last-minute shopping spree

RETAILERS are braced for a “Super Christmas Eve” as customers are expected to hit the high street at the last minute.

Usually, the Saturday before Christmas, known as “Super Saturday”, is when shops experience high footfall, but it did not materialise this year, with a footfall decline of 7.6 per cent compared to last year.

While the rise of online shopping has meant that high street retail is in decline across the board, some department stores are expecting an influx of shoppers today.

Analysts at John Lewis are predicting record numbers to their stores as people make a dash for final items on their Christmas shopping lists. Waitrose & Partners expect a 100 per cent surge in sales compared with the week before as customers visit to pick up forgotten essentials, and John Lewis customers shop for last-minute gifts.

The analysts believe that Dec 23 and 24 will be the busiest shopping days of the season for both the supermarket and the department store.

Susan Sampson, manager of supply chain configuration and planning at Waitrose, said: “Our customers have been largely prepared in 2019, with record numbers of Waitrose shoppers pre-ordering their turkeys in October, and record sales of Christmas decora- tions bought in John Lewis that month.

“But we’re forecasting a surge on Tuesday as customers top up on everyday essentials forgotten in the Christmas rush, and John Lewis customers

100pc

The increase in sales Waitrose & Partners is anticipating today compared with the same time a week ago

make a last-minute dash to buy gifts.” Expensive late gifts will be the most popular items at John Lewis, the analysts said, with Airpods, the headphones for iphones, the most popular 11th-hour present, along with smart speakers and plastic Christmas trees.

Anna Berry, partner and head of gift buying at John Lewis, said: “Maybe the reason we see so many customers buying expensive last-minute gifts is because many people find those closest to them the hardest people to buy for. Our recent research found that more than one in five find partners are the hardest people to buy for, followed by parents.”

Those dashing to Waitrose are expected to buy items such as milk, Prosecco, cucumbers, lemons and bread.

Online retailer Amazon is prepared for an influx of last-minute presents being ordered today. All orders placed before 9.15pm will arrive before midnight on Christmas Day if Prime is used.

“To make things easier, members will be able to order right up until the last minute on Christmas Eve,” said Matt Knight, head of marketing at Amazon. “Prime Now offers ultra-fast same-day delivery which means Prime members can save the day by ordering gifts and festive essentials on Christmas Eve.”