HOWARD (NBC26) -- — Last-minute shoppers hit area stores on Christmas Eve to wrap up the holiday season during the COVID-19 pandemic.
Meijer in Howard opened at 6 a.m. Thursday. The store saw a steady flow of customers all day.
"This year I'm actually more prepared than I usually am, so I just had to come here for a picture frame today," said Jayna Baumler, a shopper and Meijer employee.
Wearing winter coats, face masks and even festive hats, customers filled their carts with toys, jewelry and food.
Adobe Analytics estimated online sales between November and December will increase 33 percent this year compared to last.
But on the day before Christmas, it's too late for many to get gifts online.
"All my shopping is usually online, so this is a rare treat to come and actually pick up the things I can't get fast enough," said Ginger Root, a Meijer shopper.
Heidi Datema, store director of the Howard Meijer, said holiday sales have increased this year compared to last. She said they've also noticed a new trend: People are buying more entertainment based merchandise. Datema said board games were flying off the shelves on Christmas Eve.
"Normally board games we wouldn't sell. I'm like, 'oh. I know what (people are) playing tonight.' That's kind of fun," Datema said. "Obviously a lot of champagne is going out. Looks like people are going to celebrate."
Datema said certain specialty cheeses that normally don't sell as well were also hot ticket items on Christmas Eve.
With the success Meijer had Thursday, Datema said she doesn't expect many clearance items to be left when the store opens for business again on Dec. 26.
"It's typical on Christmas Eve to have those last minute shoppers come in and buy the small, last-minute gifts. So yeah, it's kind of nice."
If people don't feel comfortable shopping in store, Datema said Meijer offers home delivery or pick-up services.
