With less than a week until the starting gun is fired on the 2016 Rio Olympics, retailers are being presented with what promises to be another stellar summer sales opportunity.

According to new stats from HIM, 60% of UK shoppers plan to watch the Olympics, and with a great deal of coverage set to air in the evenings, the games could foster a significant Big Night In opportunity.

Of those planning to watch the games, the vast majority (93%) plan to watch them at home, and almost 60% will watch them with a partner and 30% with children.

In addition, 50% of those shoppers who plan to watch say they will buy more crisps, 40% plan to buy more soft drinks, and 34% plan to munch on more chocolate than usual.

Alcoholic drinks are also expected to sell swiftly, with almost 40% of shoppers saying they expect to buy more beer and 25% more wine with which to watch the games.

A number of big name brands and suppliers are also expected to get behind the event with promotions and themed packaging.

Official Team GB partner Strongbow has already launched a variety of limited edition branded packs.

Cindy Tervoort, marketing director for Strongbow brand-owner Heineken, said: “We want to bring back the excitement we all felt during London 2012 and rally the nation to get behind Team GB.”

Chocolate brand M&Ms is also hoping to energise sales with limited edition Rio Colourmix packs, while Princes has launched a new limited edition Brazilian Mackerel variety.

Earlier this month National Lottery operator Camelot launched its ‘I Am Team GB’ campaign on TV and in stores.

Retailers have been supplied with dedicated ‘I Am Team GB’ Playstation graphics and posters plus banners and branded bunting “to add an extra celebratory feel.”

There will also be special draws throughout August and September to promote both the Olympic and Paralympic Games.

The 2016 Rio Olympic Games start on Friday 5 August and end on Sunday 21 August.