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The new normal Christmas L
Consumers value convenience and relevance over supporting the local community and environment
ockdown may have encouraged more consumers to support
businesses closer to home, yet, new findings suggest that this isn’t likely to be top of mind when it comes to buying habits this Christmas. Just 15 per cent of UK shoppers plan on basing their purchase decision on wanting to support local shops over larger chains.
The study by Fresh Relevance reveals that for almost a third (31 per cent) of consumers, convenience and ease of shopping are going to be top of the list when it comes to buying gifts. Whilst staying healthy and safe wouldn’t usually be part of the decision process at Christmas, it is an
important factor for 30 per cent of shoppers this year. Considerations to support the local community and environment will only play a minor role in consumer choices, with just 13 per cent seeking to buy from sustainable companies and just 14 per cent intending on basing decisions around supporting physical stores over online. Instead, value for money will be high on the agenda for 41 per cent of consumers, while just under a third (32 per cent) will base their gift buying decisions on discounts.
The “The New Normal Festive Shopping Report,’’ which surveyed 2,000 UK consumers in collaboration with
Censuswide, suggests that despite Amazon’s increased sales during lockdown, it isn’t driving a significant shift in shopping behaviours this festive season, with just a 1 per cent increase in consumers planning on buying gifts primarily from Amazon compared to last year. There is a 6 per cent decrease in consumers who will now opt for purchasing primarily on the high street, dropping from 14 per cent in 2019 to 8 per cent in 2020. Online marketplaces like eBay and Etsy and online retailers look set to benefit more from more Christmas shoppers, both increasing by 3 per cent this year.
The study also reveals that despite the economic uncertainty, 38 per cent of UK consumers are intending on spending the same and 23 per cent on spending more this Christmas, compared to last. December will be the key shopping month for just over a quarter of consumers (26 per cent), whereas just under a quarter (24 per cent) do their purchasing throughout the year. Comparatively, the inf luence of specialist shopping events seems relatively low this year, with just 8 per cent of shoppers planning to complete much of their lists on Black Friday and Cyber Monday, and 7 per cent on Amazon Prime Day. Related to this, 44 per cent of
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