Amazon unwraps the nation’s last minute Christmas Eve purchases

As the festive period approaches, Amazon has revealed the late purchases made on Christmas Eve 2017 via its Prime Now delivery service, that allows customers in selected postcodes to order as late as 10pm on Christmas Eve 2018 for same-day delivery.

Food items including Morrisons Christmas pudding, Morrisons Wensleydale with cranberry, Bisto gravy granules and Morrisons Maris Piper potatoes featured prominently as last minute cooks took to the kitchen. Conversely, some customers kept things simpler, stocking up on non-festive food favourites such as chicken and mushroom Pot Noodle and Chicago Town pepperoni pizza.

Throughout the day on December 24 2017, attention turned to alcohol, with customers ordering Bottega Gold Prosecco, Gallo Family Rose Wine and Taylors Vintage Port as well as British beers including BrewDog Punk IPA, Bishops Finger Kentish Ale and Marston’s English Pale Ale.

Practical items such as Hallmark wrapping paper suggested a fair few near misses in Christmas present prep, while Duracell AA and AAA batteries and Morrisons Warm White Lights kept the Christmas toys operational and festive lights twinkling respectively.

And with Christmas being the ultimate time to spend with family and friends, customers also snapped up entertainment products including the Amazon Echo Dot and Fire TV Stick, ensuring Christmas music and festive films could be easily streamed.

One of the last orders of the day on Christmas Eve came in the form of Bomb Cosmetics handmade bath bombs, presumably as customers looked for some rest and relaxation after a busy period of prepping.

Matt Knight, head of marketing for Amazon’s Prime Now service in the UK, said: “Last year Amazon saw a variety of items purchased with only hours to spare before Christmas Day, including food and drink, beauty gifts, toys and tech. Prime Now deliveries can be made in one or two hours slots on the same day which means customers order and take delivery of gifts and essential must-haves on Christmas Eve, whilst enjoying time with family and friends.”

Popular last-minute essentials bought between 12:00am-7:59am on December 24 2017 included:

  • Celebrations tub
  • Morrisons luxury gold crackers
  • Morrisons mince pies
  • Morrisons sprouts with chestnuts and butter

Gifts became a focus between 8:00am-3.59pm including:

  • Yankee Candle vanilla cupcake candle
  • ‘5 Ingredients – Quick & Easy Food’ by Jamie Oliver
  • Assassin’s Creed Origins Gods collector’s edition (PS4)
  • gift card

Late festive items purchased between 4:00pm-9.59pm included:

  • Beyonce Heat perfume
  • Fire HD 8 tablet with Alexa
  • Monopoly Ultimate Banking game
  • Morrisons smoked salmon

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