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Customer Behaviour

New research from leading retail and shopper marketing agency, Savvy, has revealed Christmas spending plans for UK shoppers. The survey (of 1,000 household shopping decision makers) indicates that 89 percent of shoppers will be getting involved in the event – rising to 93 percent of families with children. 36 percent of shoppers plan on spending more this year (than 2015).

“After a turbulent year politically, it might surprise some people to see so many shoppers planning to increase their Christmas spending this year,” said Alastair Lockhart, Insight Director at Savvy, “But despite risks to the economy and an expectation that 2017 will be challenging, consumer confidence remains fairly robust and retail spending during the past quarter continues to hold up.”

Key research findings:

Purchase plans:

  • Almost three quarters (74 percent) of shoppers plan to use one of the Big Four for their Christmas food shop, while 13 percent plan to use a discounter (Aldi or Lidl). Six percent will use a premium store and just one percent will use a convenience shop.
  • The retailer shoppers said they would use most for their main Christmas food shop was Tesco with 30 percent followed by Sainsbury’s with 17 percent and Asda in third place with 15 percent
  • 32 percent bought Christmas gifts on Black Friday this year
  • 26 percent expected to be shopping online on Christmas day to bag some bargains
  • 54 percent of shoppers said they were more likely to try new drinks at Christmas, the same (54 percent) for trying new foods too.

Attitudes towards Christmas:

  • Being thrifty – 84 percent said that would be looking for ways to make Christmas special without breaking the bank
  • Savvy shopping – 64 percent of shoppers will shop around for their main Christmas food items to help save money
  • Spending more – 36 percent of UK shoppers expect to spend more this Christmas than they did in 2015
  • Going online – 53 percent said they would be shopping more online this year

Lockhart concludes: “Retailers are battling it out on the high street this year, vying for their share of footfall and spend. We see deep discounting across many stores already, which we expect will stimulate demand. Like last year, shoppers stand to be the winners, while retailers’ profit margins will come under further pressure.”

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