Retailers will play a vital role this December with shoppers expected to still be buying food and drink for Christmas right up until the last minute, according to an HIM study.

Based on last year’s figures, 60% of shoppers were still buying food and drink between December 22 and 24 December, while 22% were still shopping on Christmas Eve, with 13% of 25 to 34-year-olds still shopping on Christmas Day.

Popular products last December were identified as alcohol, purchased by 10% of customers, confectionery (10%), crisps and snacks (10%) and ingredients associated with Christmas dinner (6%).

Insight manager at HIM, Louise Howarth, said: “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.”