More than eight in ten (82%) of UK shoppers expect to see supermarkets offering more food and drink deals this Christmas, with over half expecting to cut their festive spending.
That’s according to research from retail and shopper marketing agency, Savvy, which also showed 55% of shoppers expect to cut back on gifts, while 53% anticipate reducing their spending on food and drink.
Get the latest convenience news via whatsapp
Shoppers are also looking to make their rewards work harder, Savvy said. More than two-thirds (68%) plan to spend retailer loyalty card points this Christmas.
Rising prices
Alastair Lockhart, insight director at Savvy, said: “Rising energy prices are biting into shopper’s disposable incomes as we head into the crucial Christmas trading period.
“Consumers are determined to make the most of the festive season, but they’re becoming increasingly strategic about how and when they spend. From hunting out the best deals and cashing in loyalty points, to carefully timing purchases, shoppers are pulling every lever they can to make their Christmas budgets stretch further.”
Earlier shopping
Spreading the cost of purchases emerges as a priority, with nearly two-thirds (64%) of shoppers expecting to start buying presents earlier this year for that reason.
Promotions are also shaping shopping plans. Some 51% expect to do more of their Christmas shopping on Black Friday (27 November) than last year, while 41% say they tend to delay buying presents until the final weeks as they expect sales to begin before Christmas.
In the data, social media is revealed as another important source of festive inspiration. 46% say it’s the best place to get ideas for Christmas, increasing to 68% among shoppers aged 18–44.
The findings clearly highlight the growing importance of digital discovery among younger shoppers, Savvy concluded.
No comments yet