There are still 33 sleeps until Santa comes, but if you’re thinking about taking it easy prior to the Christmas chaos, then think again.
According to a poll conducted by him! Shopper Research & Consulting about last year’s festive food and drink purchasing habits, one-in-seven shoppers start buying before the first door of the advent calendar has been opened. This figure is even higher among over-65s.
“We may complain about Christmas starting earlier and earlier but 14% of UK adults start their Christmas food & drink shopping before 1 December so retailers really need to be ready,” said Katie Littler, Communications Director at him! Shopper Research & Consulting. “It’s more about communicating your offer and getting on your shoppers’ radar than a rise in sales at this point.”
Around one-in-five shoppers only start the week before Christmas and, amazingly, a huge 8% leave it until Christmas day itself. Retailers pondering whether to stay closed on the 25th might find they’re losing out on some last-minute custom. Full availability right up to the Queen’s speech will be vital.
‘Solution-driven’ retailing is also going to prove a key factor in boosting sales, according to him! This is basically another way of saying mission shopping, with Christmas as the objective.
Littler explained: “Rather than just selling Christmas products, retailers will be thinking about how can we provide our shoppers with a complete solution. How can we help make decisions for our shoppers, how can we make their lives easier.”
