One in four people have already started their Christmas shopping – because they are worried about items selling out. 

With today (16th September) marking 100 Days to Christmas, a poll of 2,000 adults found 50 per cent have struggled to get hold of in-demand presents in years gone by – and 30 percent have missed out completely.

As a result, 38 per cent feel anxious until they’ve bagged the item and 36 percent are left feeling exhausted thinking about what they need to buy. 

But of these early starters, 36 percent have already bought the main present for an adult. 

The items shoppers are most worried about selling out include decorations (36 percent), the latest tech products (32 percent), children’s advent calendars (29 percent) and Christmas’ must have toys (29 percent).

The research was commissioned by cashback and rewards firm Rakuten [https://www.rakuten.co.uk/], and its shopping and trends expert, Alex Stedman, said: “There are many factors that encourage FOSO – a fear of selling out. 

“From missing out in the past to seeing a product becoming increasingly popular on social media – many worry that they might not be able to get hold of their perfect gift.”

“And it’s easy to see why, over the years we’ve seen many sought after items such as beauty advent calendars, and items like game consoles become gold dust and create panic.”

As well as avoiding sell-outs, many are starting the season early to spread the cost (52 percent). 

Others want better bargains by starting their shopping as soon as possible (45 percent) or quite simply because they love Christmas (26 percent). 

Savvy approaches to festive shopping also includes maximising loyalty points built up over the year (25 percent). 

And 15 percent are using the money earned from cashback websites – of these 43 percent save their cashback specifically to put towards Christmas. 

With another 40 percent buying items as early as possible so the money earned is in their account by December.

The research, which was conducted via OnePoll.com, also found that the average Yuletide budget is set to be £626 this year. 

Alex Stedman from Rakuten added: “By planning ahead, we’re not only securing gifts we know our loved ones will want, but also ensuring a much more stress-free festive season – something we can all aspire to. 

“What’s more, by also maximising deals and cashback offers, we can stretch our spending power, adding even more festive magic to the occasion.”

TOP TIPS FROM SHOPPING EXPERT TO AVOID MISSING OUT ON CHRISTMAS MUST-HAVES

1. Subscribe: If an item is sold out, don’t panic. Many retailers offer alerts when it’s back in stock, and with 100 days until Christmas, you’ll likely have time to grab it.

2. Capitalise: Monitor for deals. Often these happen before December so sign up to retailer sites and be ready to grab a bargain when they happen.

3. Maximise: Utilise a cashback shopping platform to earn cashback on top of deals and sales, maximising your festive funds.

4. Organize: If the fear of missing out is just too much, have a backup gift in mind. Often the receiver has no idea what you have planned! And they’ll be fine if it changes. This reduces stress and ensures you have options.