The most popular night” for festive celebrations over the Christmas and New Year period this year is 27 December, according to Co-op.
The firm’s research showed 59% of adults believed that due to Christmas Eve and New Year’s Eve falling mid-week, 27 December was the best day to catch up with friends and family.
When surveying under 35’s, the brand found the figure increased to 79%.
The research showed that 43% of those surveyed planned to celebrate at home, and one in six UK adults planned to meet up in bars and restaurants.
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To prepare for an expected surge in sales on the day, the supermarket cut the price of its own-brand champagne to £15 from £21.75 for Co-op members until 2 January.
The retailer also expects a surge in sales of ice cubes, anticipating consumers will buy 160 tonnes between Christmas and New Year’s.
Gyles Walker, senior buying manager for wine, Co-op, said: “The way Christmas has fallen this year means the four-day break is giving many family and friends extra time to spend together, or to see those who you might not have seen on Christmas Day.
“Our research shows that Super Saturday is set to be a big day and night, and we are ready to welcome shoppers into our stores, which are local for everyone to get what they need to make their big night a special night.”
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