Portable power has become an essential element of everyday life for consumers across the UK, according to Duracell. The company says that the way this power is consumed is critical in understanding the evolution of the battery marketplace, while retailers need to remember that more than 40% of their annual battery sales will take place in the run up to Christmas.

It adds that the growth in recent years of digital cameras, games consoles and portable music players has significantly altered the way batteries are used. With more and more portable consumer electronic goods making use of internal rechargeable cells, the emphasis has now shifted to peripheral devices such as speakers and the power to drive them. With Christmas fast approaching, retailers should stock up for consumers who will be looking to power the latest gifts this year.Duracell is giving retailers the chance to win one case of AA and one case of AAA batteries. There are five prizes.