Christmas in the UK, 2017

Christmas in the UK, 2017

Summary

"Christmas in the UK, 2017", report forms part of The Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of consumers for Christmas. The report analyses the market, the major players, the main trends, and consumer attitudes.

Value retailers and discounters were the winners of Christmas 2017 as high inflation rates hit shoppers, with 41.1% of shoppers choosing a retailer because of low prices. Although demand for some products is growing, for example secret santa gifts, overall gift penetration has fallen by 12.4% since 2016.

Scope

- Higher returns following the Christmas period are being driven by 16-24 year olds, presenting logistical challenges for retailers.
- Marks and Spencer is the number one retailer that shoppers switch to for Christmas food shopping, highlighting that although discounters are winning shoppers over in some sectors, quality remains important to consumers in others.
- The trend of adult advent calendars continues to build, with 35.9% of advent calendar shoppers purchasing one for themselves.

Reasons to buy

- Using our in-depth consumer insight to learn which areas within Christmas shopping are most important to ensure that product offerings are catering to the needs and wants of customers.
- Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.
- Use our in-depth analysis of the leading retailers for Christmas in order to understand how to appeal shoppers and maximise market share.


THE KEY FINDINGS
The Key Findings
Young consumers are driving return rates this Christmas
Advent calendars are growing in popularity but consumers need more choice for niche categories
Value retailers and discounters are the real winners of Christmas 2017
Trend insight - stores
Trend insight - online
CONSUMER ATTITUDES
Key findings
Buying dynamics
Financial wellbeing
Financial spending
Christmas spending
Christmas statements
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
Christmas stockings
Secret Santa
Christmas returns
Social media
Seasonal food and drink
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
Retailer used
Retailer selection
Spending
Buying dynamics
Gifts
Key findings
Store selection
Channel usage
Device usage
Fulfilment
Average spend
Recipient
Retailer used
Buying dynamics
Festive items
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Average spend
Retailer used
Buying dynamics
Christmas advent calendar
Buying dynamics
Items for the home
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Spending
Retailer used
Buying dynamics
Methodology
APPENDIX


List Of Tables


Retailer ratings across key measures - grocers, 2017
Retailer ratings across key measures - non-food retailers, 2017
Number of Christmas returns, 2017
Whats driving retailer selection (by retailer), 2016 & 2017
Products purchased - Christmas sweet products, 2016 & 2017
Products purchased - Christmas savoury products, 2016 & 2017
Products purchased - meat, fish and free from alternatives, 2016 and 2017
Products purchased - fruit & vegetables, 2016 & 2017
Products purchased - alcoholic beverages, 2016 & 2017
Products purchased - books, 2016 & 2017
Retailers used - books, 2016 & 2017
Products purchased - music & video, 2016 & 2017
Retailers used - music & video, 2016 & 2017
Products purchased - clothing & accessories, 2016 & 2017
Retailers used - clothing & accessories, 2016 & 2017
Products purchased - footwear, 2016 & 2017
Retailers used - footwear, 2016 & 2017
Products purchased - fine jewellery and watches, 2016 & 2017
Retailers used - fine jewellery and watches, 2016 & 2017
Products purchased - leather goods, 2016 & 2017
Retailers used - leather goods, 2016 & 2017
Products purchased - alcohol gifts, 2016 & 2017
Retailers used - alcohol gifts, 2016 & 2017
Products purchased -food gifts, 2016 & 2017
Retailers used - food gifts, 2016 & 2017
Products purchased - health & beauty, 2016 & 2017
Retailers used - health & beauty, 2016 & 2017
Products purchased - garden items, 2016 & 2017
Retailers used - garden items, 2016 & 2017
Products purchased - electricals, 2016 & 2017
Retailers used - electricals, 2016 & 2017
Products purchased - homewares, 2016 & 2017
Retailers used - homewares, 2016 & 2017
Products purchased - sports, 2016 & 2017
Retailers used - sports, 2016 & 2017
Products purchased - stationery, 2016 & 2017
Retailers used - stationery, 2016 & 2017
Products purchased - toys & games, 2016 & 2017
Retailers used - toys & games, 2016 & 2017
Products purchased - computers, 2016 & 2017
Retailers used - computers, 2016 & 2017
Products purchased - DIY, 2016 & 2017
Retailers used - DIY, 2016 & 2017
Products purchased - experience, 2016 & 2017
Products purchased - vouchers & gift cards, 2016 & 2017
Products purchased - money, 2016 & 2017
Products purchased - Christmas trees & decorations, 2016 & 2017
Retailers used - Christmas trees & decorations, 2016 & 2017
Products purchased - festive home products, 2016 & 2017
Retailers used - festive home products, 2016 & 2017
Retailers used - Christmas crackers, 2016 & 2017
Retailers used - Christmas advent calendar, 2016 & 2017
Products purchased - Christmas wrapping & cards, 2016 & 2017
Retailers used - Christmas wrapping & cards, 2016 & 2017
Products purchased - party clothing & accessories, 2016 & 2017
Retailers used - party clothing & accessories, 2016 & 2017
Products purchased - electricals, 2017
Retailers used - electricals,2017
Products purchased - furniture, 2017
Retailers used - furniture, 2017
Products purchased - homewares, 2017
Retailers used - homewares, 2017


List Of Figures


Christmas 2017 shopper penetration (by demographic and by region)
Christmas shopper profile (by demographic & by region), 2017
Financial wellbeing compared to last year, 2016 & 2017
How consumers financed Christmas spending, 2016 & 2017
Christmas spending compared to last year, 2016 & 2017
Agreement statements about Christmas, 2017
Success of retailers at promoting or communicating Christmas deals, 2017
Christmas stockings received penetration (by demographic and by region), 2017
Christmas stockings given penetration (by demographic and by region), 2017
Christmas stockings average spend, 2017
Christmas stockings bought, 2017
Secret Santa penetration (by demographic and by region), 2017
Secret Santa budget, 2017
Secret Santa bought for, 2017
Christmas returns penetration (by demographic and by region), 2017
Number of Christmas returns (by demographic), 2017
Reasons for returning Christmas presents, 2017
Social media use and influence on purchases of Christmas presents, 2017
Drivers of food & drink retailer selection, 2017 and ppt change on 2016
Consumers using each channel for purchasing seasonal food and drink, 2017 (browsed and purchased)
Consumers using each device for seasonal food and drink purchases, 2017 (browsed and purchased)
Fulfilment options for seasonal food and drink purchases made online, 2017
Retailers shopped at for seasonal food and drink, 2016 & 2017 and ppt change on 2016
Top 10 retailers most shopped at for seasonal food and drink, 2016 & 2017 and ppt change on 2016
Consumers switching from their usual main retailer, 2017 and ppt change on 2016
Top 10 retailers consumers switched to, 2016 & 2017 and ppt change on 2016
Reasons for switching their main retailer, 2017 and ppt change on 2016
Drivers of retailer selection (by retailer), 2016 & 2017
Seasonal food and non-alcoholic beverage spend, 2017 and ppt change on 2016
Seasonal alcoholic beverages spend, 2017 and ppt change on 2016
Overall food and drink penetration 2017 (by demographic) & 2016 penetration
Christmas sweet products 2017 (by demographic) & 2016 penetration
Christmas savoury products 2017 (by demographic) & 2016 penetration
Meat, fish and free from alternatives 2017 (by demographic) & 2016 penetration
Fruit & vegetables 2017 (by demographic) & 2016 penetration
Alcoholic beverages 2017 (by demographic) & 2016 penetration
Overall seasonal food & drink planned/impulse purchases, and by sector, 2016 & 2017
Drivers of gifts store selection, 2017 & ppt change on 2016
Consumers using each channel for purchasing Christmas gifts, 2017 (browsed and purchased)
Consumers using each device for Christmas gift shopping purchases, 2017 (browsed and purchased)
Fulfilment options for Christmas gift purchases made online, 2017
Average spend on Christmas gifts, 2017 and £ change on 2016
Who consumers bought Christmas gifts for, 2017 and ppt change on 2016
Retailers shopped at for gifts, 2016 & 2017 and ppt change on 2016
Overall gift penetration 2017 (by demographic) & 2016 penetration
Books penetration 2017 (by demographic) & 2016 penetration
Music & video 2017 (by demographic) & 2016 penetration
Clothing & accessories penetration 2017 (by demographic) & 2016 penetration
Footwear penetration 2017 (by demographic) & 2016 penetration
Fine jewellery & watches penetration 2017 (by demographic) & 2016 penetration
Leather goods penetration 2017 (by demographic) & 2016 penetration
Alcohol gifts penetration 2017 (by demographic) & 2016 penetration
Food gifts penetration 2017 (by demographic) & 2016 penetration
Health & beauty penetration 2017 (by demographic) & 2016 penetration
Garden items penetration 2017 (by demographic) & 2016 penetration
Electricals penetration 2017 (by demographic) & 2016 penetration
Homewares penetration 2017 (by demographic) & 2016 penetration
Sports penetration 2017 (by demographic) & 2016 penetration
Stationery penetration 2017 (by demographic) & 2016 penetration
Toys & games penetration 2017 (by demographic) & 2016 penetration
Computers penetration 2017 (by demographic) & 2016 penetration
DIY penetration 2017 (by demographic) & 2016 penetration
Experience penetration 2017 (by demographic) & 2016 penetration
Voucher & gift cards penetration 2017 (by demographic) & 2016 penetration
Money penetration 2017 (by demographic) & 2016 penetration
Overall gift planned/impulse purchases, and by sector 2016 & 2017
Overall gift personalisation, and by sector, 2017
Drivers of retailer selection for festive items, 2017 and ppt change on 2016
Consumers using each channel for festive item purchases, 2017 (browsed and purchased)
Consumers using each device for festive item purchases, 2017 (browsed and purchased)
Fulfilment options for festive item purchases made online, 2017
Average spend on festive items, 2017 and £ change on 2016
Retailers shopped at for festive items, 2016 & 2017 and ppt change on 2016
Overall festive items penetration 2017 (by demographic) & 2016 penetration
Christmas trees and decorations penetration 2017 (by demographic) & 2016 penetration
Festive home products penetration 2017 (by demographic) & 2016 penetration
Christmas crackers penetration 2017 (by demographic) & 2016 penetration
Christmas advent calendar penetration 2017 (by demographic) & 2016 penetration
Christmas advent calendar bought for, 2017
Types of products included in Christmas advent calendars, 2017
Christmas wrapping & cards penetration 2017 (by demographic) & 2016 penetration
Party clothing & accessories penetration 2017 (by demographic) & 2016 penetration
Overall festive items planned/impulse purchases, and by sector, 2016 & 2017
Drivers of items for the home retailer selection, 2017 and ppt change from 2016
Consumers using each channel for items for the home, 2017 (browsed and purchased)
Consumers using each device for items for the home, 2017 (browsed and purchased)
Consumers using each fulfilment option for items for the home, 2017
Average spend on items for the home by category, 2017
Retailers shopped at for items for the home, 2017
Overall items for the home penetration 2017 (by demographic) & 2016 penetration
Electricals penetration 2017 (by demographic) & 2016 penetration
Furniture penetration 2017 (by demographic) & 2016 penetration
Homewares penetration 2017 (by demographic) & 2016 penetration
Overall items for the home planned/impulse purchases, and by sector, 2016 & 2017


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