What’s Hot: Batteries charge up holiday

BETHEL, Conn. —Duracell’s Ultra Advanced with Powercheck battery should be a hit this holiday season. With the push of two white dots on the battery cell, consumers can read the gauge on the side of the battery to tell exactly how much power is still available—a big bonus in the category’s busiest season.

Industry estimates indicated that 30% of all battery sales are generated around the holidays. “Battery sales are always strong this time of year,” said Kurt Iverson, a spokesman for Procter & Gamble’s Duracell brand.

Ultra Advanced Powercheck lasts up to 30% longer in toys than the previous Ultra Digital battery, which is the largest category for battery usage and a “key torture test for batteries,” according to Duracell.

Duracell is promoting the category during the holiday season with a high dollar value coupon book that includes a $3-off-rechargeables coupon and a $2-off-next-purchase coupon.