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consumers think Black Friday should be cancelled altogether this year due the risk to staff and shoppers.


The findings also examine some of the potential pain points for those online this Christmas, with 29 per cent of consumers stating that one- size-fits-all festive marketing is irritating and a similar proportion finding irrelevant popups off-putting (28 per cent). For just over one in four (26 per cent), being followed online by retargeting ads for products they have browsed or purchased is annoying. The same proportion are displeased if they find a product they like is sold out online with no information provided if and when it will be restocked. In a similar vein, failing to provide information around in-store availability for products sold out online annoys 20 per cent of shoppers. 22 per cent find both receiving emails promoting products that are out of stock and repetitive sale messages frustrating.


Mike Austin, CEO & co- founder of Fresh Relevance commented: “After a disruptive year for the retail sector, it’s positive to see that consumers are still set on spending money this festive season. But competition


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is going to be fiercer than ever. What retailers cannot do is make assumptions about Christmas shoppers’ behaviour or preferences in the months ahead, as like many other areas of life, this


too is being impacted by the Continues overleaf >


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