Consumers plan to leave it late this Christmas
Published: 09 December, 2010
A survey of 2,700 UK consumers by RetailEyes found that almost one in five people will leave Christmas shopping until the final week before Christmas.
More than half of last minute shoppers (53 per cent) are waiting for inspiration for present choices, 22 per cent won’t have the time to shop before then and 17 per cent are hoping to benefit from last minute bargains.
The tough economic climate hasn’t reduced the budget for Christmas presents across the board – 45 per cent are planning to spend the same as last year, and 13 per cent will be spending more.
The trend towards online shopping is continuing to grow this Christmas, with more than four in five people (81 per cent) planning to make at least one present purchase online. Eight per cent of people are planning to avoid the high street altogether and do all their present shopping online. In contrast, 10 per cent will remain loyal to the high street and do all of their shopping there – however, two thirds will minimise time in the shops by researching potential purchases online before hitting the shops.
Simon Boydell, marketing manager for Retail Eyes, comments: “Our survey results show that there is a real opportunity for retailers to capitalise on the last minute Christmas spending spree forecast to start on Saturday 18th December. More than six out of 10 consumers (64 per cent) also said that they plan to visit a shop they wouldn’t normally make purchases in, with toy shops topping the list for one-off purchases. Boydell added: “This represents a massive opportunity for retailers to showcase themselves and attract new customers for 2011.”
But with this late shopping will come more frustration for shoppers – 87 per cent of people surveyed found crowds and long queues the most frustrating aspects of Christmas shopping and this is set to increase as Christmas approaches and last minute shoppers hit the high street. “It is vital that customer facing staff are made acutely aware that customers can quickly become frustrated and there must be a clear presence on the shop floor of members of staff working to manage queues efficiently.”
Luckily for retailers, the festive atmosphere (as well as bargains) will keep people coming shopping in-store. For 68 per cent of people, the festive spirit is the most enjoyable aspect of Christmas shopping on the high street.
