Multi-channelNews & people

Spending habits for Christmas 2014

Research by Shoppercentric examining changing shopper behaviour and spending plans has been launched.

The research shows that the UK will be spending as little as possible for Christmas 2014.

Key findings showing the spending habits for Christmas 2014:

Are shoppers concerned by economic pressures?

  • 28% of all shoppers aren’t confident in the economic future.

So will it be a thrifty Christmas?

  • 44% of UK shoppers said they needed to keep to a tight budget this year.
  • 29% agreed that the economic downturn had taught them to be careful and they wanted to keep it that way.
  • Only 5% of those surveyed said they had more money available this year and would be spending more than last year.
  • Men will be spending more with an average £168 spend on their partner.
  • Women plan to spend a much smaller £89 on their partners.

How will they be buying?

  • 65% of shoppers will choose the channel that gives them the best prices – be it online or in store
  • Online is going to play as big a role as bricks and mortar stores this season when buying presents ( 77% online, 78% in store).
  • 18 – 34 year olds are more likely to go online for their present shopping than use the stores (83% online, 79% in store).
  • 20% of shoppers will use traditional catalogues to browse for and purchase presents.

What appeals to shoppers (online versus bricks and mortar stores)?

  • 47% of shoppers choose to go online to avoid crowds
  • 50% prefer to go in store to ensure they get the right present.
  • 21% still have concerns about buying online in case the present doesn’t turn up, so won’t use this channel.
  • “Showrooming” i.e. going in store to browse and then going online to get the item at the lowest prices possible, appeals to 30% of shoppers.
  • 86% of shoppers will go in-store for Christmas grocery shopping, whereas 40% online.

What delivery methods will online shoppers be using?

  • 30% of all shoppers plan on using click & collect this year. This rises to 41% in Scotland.
  • 25% of shoppers agreed that click & collect would make a big difference to their shopping this year.
  • 93% will arrange for home deliveries and 10% to work addresses.

Danielle Pinnington, managing director at Shoppercentric said: “Whilst fewer shoppers claim to be needing to make major reductions to their household spending this year compared with 2013, it seems that UK shoppers are not yet ready to throw caution to the wind. The UK is in growth again but our research shows 60% of UK shoppers are still experiencing rising costs while their income remains static and a further 14% are dealing with a job loss or pay reduction.

“Shoppers will be using their carefully honed savviness to make their money stretch further this Christmas. We’re not however talking parsimony  but with new money-saving tools in our armoury, it seems that a merry Christmas can also be a smart one.”

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