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  • Families will need an average of 42 batteries to power their Christmas’ gifts and gadgets
  • Batteries are the single most forgotten item on the seasonal shopping list
  • 62% of parents that have forgotten to buy batteries when needed, resulting in an average of three tantrums
  • Most battery sales in the lead up to Christmas are made on Christmas Eve


Adding batteries to the top of the Christmas wish list, could be the secret to a peaceful festive season this year, as research reveals that forgetting them could be the source of up to three mini meltdowns on the big day.

"Batteries Not Included" is possibly the most dreaded toy label for parents to discover on Christmas Day, however, batteries are the single most forgotten item on the seasonal shopping list.**

Research by the German premium battery brand, VARTA, has revealed that almost two thirds (62%) of parents, at one point or another, have forgotten to buy batteries when needed and this in turn has gone on to cause an average of three tantrums, per family.*

With one of the predicted top toys for this year - the Laser Battle Hunters Vehicle Set, which features on the Toy Retailers Association's Top 12 Dream Toys - requiring a massive 14 AA batteries to get it going (which are not included) - 2020 is not the year to forget to stock up.

According to data from Statista, the average UK household buys 30 batteries every Christmas. However with battery-powered drones, digital cameras, gaming headsets and controllers, high powered nerf guns and remote controlled cars, topping this year’s lists of best-selling gifts, VARTA, has calculated that the average 2.4 child family household is going to need an extra 42 batteries to power mum, dad and the kids’ Christmas 2020 present hauls.

Mona Chan, Brand Marketing Manager at VARTA, said: “Christmas is an exciting yet stressful time for many parents and in the rush to get the gifts ordered, many forget to stock up on batteries. With so much tech given as gifts to both parents and children, families need to make sure that there’s enough batteries to go around. VARTA’s Christmas battery research shows that an average sized family will need in the region of 42 additional batteries for the big day. This is an awful lot of batteries to find in the back of a drawer if they haven’t stocked up. But there’s still time to stock up.”

According to Which?, the worst disposable AA batteries last just six hours and the best, which include VARTA batteries, provide over nine hours of fun. In fact, VARTA’S Longlife Power and Longlife Max Power batteries have been proven in extensive internal battery testing and in research against competitor products to perform better in motorised and non-motorised toys than their closest competitor.

Chan adds: “If parents want to keep tantrums at bay as we head into the New Year, then choosing the right batteries will ensure that batteries stay powered up for longer. Toys are high-drain devices and get through batteries really quickly. Choosing batteries most suited to power medium-drain devices, such as fairy lights or low drain devices, such as remote controls, won’t last long if used to power this Christmas’ most powerful toys. Parents should look out for batteries with a long life and powerful energy consumption.”

VARTA, is one of the biggest producers of batteries and power sources in Europe and its product include traditional AA and AAA batteries through to specialist electronic and power banks. It is the only battery brand that has colour coded packaging with useful device icons to help shoppers determine the best battery for their device. In December 2019, Ethical Consumer named VARTA as the joint number one ethical battery brand.

VARTA batteries are available at B&Q, Screwfix, Dunelm, Home Bargains and Amazon, to ensure Christmas goes off without a hitch, and have a RRP of £10 for a pack of 24 batteries.


Media contacts:

Natalie Toft:


VARTA AG produces and markets a comprehensive battery portfolio, ranging from microbatteries, household batteries, energy storage systems to customer-specific battery solutions for a wide range of applications, and, as a technology leader, sets industry standards in key areas. As the parent company of the Group, it operates in the business segments “Microbatteries & Solutions” and “Household Batteries”.
The “Microbatteries & Solutions” segment focuses on the OEM business for microbatteries as well as on the lithium-ion battery pack business. Through intensive research and development, VARTA sets global standards in the microbattery sector and is a recognized innovation leader in the important growth markets of lithium-ion technology and primary hearing aid batteries. The “Household Batteries” segment comprises the battery business for end customers, including household batteries, rechargeable batteries, chargers, portable power (power banks) and lights as well as energy storage devices. The VARTA AG Group currently employs almost 4,000 people. With five production and manufacturing facilities in Europe and Asia, and distribution centers in Asia, Europe and the USA, VARTA AG’s operating subsidiaries are currently active in over 75 countries worldwide.

Contact PR Agency

VARTA Consumer Batteries UK Ltd
Suite 49 Earl Business Centre,
Oldham, Greater Manchester,
OL8 2PF, England