United Kingdom (UK) Christmas – Analysing Buying Dynamics, Channel Usage, Spending and Retailer Selection

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United Kingdom (UK) Christmas Market Report Overview

The proportion of consumers shopping for Christmas increased in 2023. A third of consumers stated that they started Christmas shopping earlier last year compared to the previous year. Among these consumers, most of them stated that this was to spread the cost of the occasion to feel better prepared for Christmas this year. Consumers also leveraged finance options such as Buy Now Pay Later for cost spreading.

The UK Christmas market research report offers a comprehensive insight into the dynamics and spending habits of UK consumers for Christmas. The report analyzes the major players, the main trends, and consumer attitudes to identify the target audience and create smart business goals.

Key Provinces ·        North West

·        Northern Ireland

·        West Midlands

·        South East

·        East Midlands

Key Categories ·        Gifting

·        Food & Drink

·        Cards & Giftwrap

·        Seasonal Products

·        Clothing & Partywear

Leading Retailers ·        Marks & Spencer

·        Amazon

·        ASDA

·        Boots

·        Tesco

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UK Christmas Market – Consumer Attitudes

The key provinces in the UK Christmas market are North West, Northern Ireland, West Midlands, South East, and East Midlands among others. In 2023, North West had the highest Christmas shopper penetration. Most of the shoppers in the UK started the first few weeks of December, followed by South East. The female shoppers dominated the UK Christmas Market. Most consumers were aged between 35 and 44 years.

UK Christmas Market Analysis by Province, 2023 (%)

UK Christmas Market Analysis by Province, 2023 (%)

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UK Christmas Market Segmentation by Categories

The key categories in the UK Christmas market are gifting, food & drink, cards & giftwrap, seasonal products, and clothing & partywear. In 2023, gifting was the leading category in terms of priority in the UK Christmas market, followed by food & drink.

UK Christmas Market Analysis by Categories, 2023 (%)

UK Christmas Market Analysis by Categories, 2023 (%)

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UK Christmas Market – Leading Retailers

The leading retailers in the UK Christmas market are:

  • Marks & Spencer
  • Amazon
  • ASDA
  • Boots
  • Tesco

In 2023, Marks & Spencer accounted for the highest points in terms of offering and promoting deals for Christmas. It is followed by Tesco. However, in non-food retailing, Amazon led the market.

UK Christmas Market Analysis by Retailers, 2023 (%)

UK Christmas Market Analysis by Retailers, 2023 (%)

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Key Highlights

  • Shoppers continued to spend on retail, with most consumers stating that they bought something for Christmas in 2023. However, leisure popularity waned, as consumers prioritized dining at home and gift-giving.
  • Consumers focused more on value for money and price, which enabled discounters to outperform at Christmas 2023.
  • The proportion of UK shoppers purchasing online over the Christmas period was down across all categories in 2023. Shoppers instead favored physical locations such as retail parks, convenience stores, and out-of-town shopping centers, as they prioritized sensory in-store experiences post-pandemic.

Reasons to Buy

  • Identify categories that were the top priority of consumers and which were least prioritized for Christmas 2023.
  • Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money, and delivery options to maximize sales potential.
  • Discover how competitor retailers faired across various Christmas categories in 2023. This will help to discover areas of strengths and improvements across the Christmas products range.

Accessorize
Adidas
Aldi
Amazon
Apple
Argos
ASDA
B&M
B&Q
Boots
Card Factory
Clintons
Co-op
Currys
Decathlon
DFS
Dobbies
Dunelm
Ernest Jones
GAME
Gymshark
H. Samuel
Halfords
Home Bargains
Homebase
HMV
H&M
Iceland
IKEA
JD Sports
John Lewis & Partners
Lidl
Marks & Spencer
Morrisons
Next
New Look
Nike
Ocado
Pandora
Poundland
Primark
Sainsbury's
ScS
Shein
Smyths Toys
Space NK
Sports Direct
Superdrug
Tesco
The Body Shop
The Entertainer
The Perfume Shop
The Works
TK Maxx
Toolstation
Very
Waitrose & Partners
Warren James
Watchshop.com
Waterstones
WH Smith
Zara
Zavvi.com

Table of Contents

THE KEY FINDINGS

Chart of the month

Financial concerns outweigh sustainability as budgets tighten

The key findings

Christmas participation holds steady despite inflationary pressure weighing down consumer finances

Marks & Spencer and the discounters outperform at Christmas as consumers continue to focus on quality and value

Online penetration was down this Christmas, as shoppers continue to favour the experiential aspect of shopping instore

Trend insight – stores

Trend insight – online

CONSUMER ATTITUDES

Buying dynamics

Financial wellbeing

Christmas spending

Financial spending

Christmas statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food retailers

Christmas stockings

Secret Santa

Christmas returns

Retailer drivers by category

Seasonal food and drink

Buying dynamics (Food & drink overall)

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics (Categories)

Planned/impulse

Gifts

Buying dynamics (Gifts overall)

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Average spend

Recipient

Buying dynamics (Categories)

Planned/impulse

Personalisation

Secondhand gifts

Gifts purchased seen/promoted on social media

Regifting

Festive items

Buying dynamics (Festive items overall)

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Average spend

Buying dynamics (Categories)

Planned/impulse

Personalisation

Items for the home

Buying dynamics (Items for the home overall)

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Buying dynamics (Categories)

Planned/impulse

Methodology

Technical details: consumer survey work

Table

Retailer ratings across key measures – grocers, 2023

Retailer ratings across key measures – non-food retailers, 2023

Christmas gift categories consumers plan to return, 2022 & 2023

Percentage point change retailer shopped at for seasonal food & drink (2022-2023)

Percentage point change retailer most shopped at for seasonal food & drink (2022-2023)

Percentage point change retailer consumers switched to for seasonal food & drink (2022-2023)

Products purchased – Christmas sweet products, 2022 & 2023

Products purchased – Christmas savoury products, 2022 & 2023

Products purchased – meat, fish and free from alternatives, 2022 and 2023

Products purchased – fruit & vegetables, 2022 & 2023

Products purchased – alcoholic beverages, 2022 & 2023

Products purchased – non-alcoholic beverages, 2023

Products bought on impulse – seasonal food & drink, 2022 & 2023

Percentage point change retailer shopped at for gifts (2022-2023)

Products purchased – clothing & accessories, 2022 & 2023

Retailers used – clothing & accessories, 2022 & 2023

Products purchased – food gifts, 2022 & 2023

Retailers used – food gifts, 2022 & 2023

Products purchased – health & beauty, 2022 & 2023

Retailers used – health & beauty, 2022 & 2023

Products purchased – alcohol gifts, 2022 & 2023

Retailers used – alcohol gifts, 2022 & 2023

Products purchased – toys & games, 2022 & 2023

Retailers used – toys & games, 2022 & 2023

Products purchased – books, 2022 & 2023

Retailers used – books, 2022 & 2023

Products purchased – footwear, 2022 & 2023

Retailers used – footwear, 2022 & 2023

Products purchased – homewares, 2022 & 2023

Retailers used – homewares, 2022 & 2023

Products purchased – money, 2022 & 2023

Products purchased – stationery, 2022 & 2023

Retailers used – stationery, 2022 & 2023

Products purchased – vouchers & gift cards, 2022 & 2023

Products purchased – electricals, 2022 & 2023

Retailers used – electricals, 2022 & 2023

Products purchased – music & video, 2022 & 2023

Retailers used – music & video, 2022 & 2023

Products purchased – experiences, 2022 & 2023

Products purchased – leather goods, 2022 & 2023

Retailers used – leather goods, 2022 & 2023

Products purchased – sports, 2022 & 2023

Retailers used – sports, 2022 & 2023

Products purchased – fine jewellery and watches, 2022 & 2023

Retailers used – fine jewellery and watches, 2022 & 2023

Products purchased – garden items, 2022 & 2023

Retailers used – garden items, 2022 & 2023

Products purchased – computers, 2022 & 2023

Retailers used – computers, 2022 & 2023

Products purchased – DIY, 2022 & 2023

Retailers used – DIY, 2022 & 2023

Products purchased – secondhand gifts, 2022 & 2023

Social media platforms used, 2022 & 2023

Products purchased – regifting, 2023

Products bought on impulse – gifts, 2022 & 2023

Products personalisation – gifts, 2022 & 2023

Percentage point change retailer shopped at for festive items (2022-2023)

Products purchased – Christmas wrapping & cards, 2022 & 2023

Retailers used – Christmas wrapping & cards, 2022 & 2023

Products purchased – Christmas trees & decorations, 2022 & 2023

Retailers used – Christmas trees & decorations, 2022 & 2023

Products purchased – festive home products, 2022 & 2023

Retailers used – festive home products, 2022 & 2023

Retailers used – Christmas crackers, 2022 & 2023

Retailers used – Christmas advent calendar, 2022 & 2023

Products purchased – Christmas partywear, 2022 & 2023

Retailers used – Christmas partywear, 2022 & 2023

Products bought on impulse – festive items, 2022 & 2023

Products personalisation – festive items, 2022 & 2023

Percentage point change retailer shopped at for items for the home (2022-2023)

Products purchased – electricals, 2022 & 2023

Retailers used – electricals, 2022 & 2023

Products purchased – homewares, 2022 & 2023

Retailers used – homewares, 2022 & 2023

Products purchased – furniture, 2022 & 2023

Retailers used – furniture, 2022 & 2023

Products bought on impulse – items for the home, 2022 & 2023

Figures

Agreement and disagreement with the statement “Sustainability is a greater concern for me this Christmas and I am making changes to be more conscious of the environment”, total and by age, in 2023

Christmas 2023 shopper penetration (by demographic and by region) & 2021, 2022 penetration

Christmas shopper profile (by demographic & by region), 2023

Christmas 2023 retail shopper penetration (by demographic and by region)

Christmas 2023 leisure shopper penetration (by demographic and by region)

When consumers started their Christmas shopping, 2023

Did consumers start their Christmas shopping earlier this year (by answer & age), 2023

Reasons why consumers started Christmas shopping earlier, 2022 and 2023

Financial wellbeing compared to last year, 2022 & 2023

Consumers’ Christmas spending compared to last year, 2022 & 2023

How consumers’ Christmas spending changed due to the cost-of-living crisis, 2022 and 2023

Priorities in different categories for Christmas spend, 2023

How consumers financed Christmas spending, 2022 & 2023

Agreement statements about Christmas, 2023 and ppt change on 2022

Success of retailers at promoting or communicating Christmas deals, 2023

Christmas stockings received penetration 2023 (by demographic and by region) & 2021, 2022 penetration

Christmas stockings given penetration 2023 (by demographic and by region) & 2021, 2022 penetration

Christmas stockings average spend, 2022 & 2023

Christmas stockings bought, 2022 & 2023

Secret Santa penetration 2023 (by demographic and by region) & 2021, 2022 penetration

Secret Santa budget, 2022 & 2023

Secret Santa bought for, 2022 & 2023

Secret Santa budget spending patterns, 2022 & 2023

Why consumers are taking part in a family Secret Santa this year, 2023

Do consumers often take part in a family Secret Santa, 2023

Christmas returns penetration 2023 (by demographic and by region) & 2021, 2022 penetration

Number of Christmas returns 2023 (by demographic) & 2021, 2022 overall

Reasons for returning Christmas presents, 2023 and ppt change on 2022

What’s driving retailer selection – summary, 2023

Overall food and drink penetration 2023 (by demographic) & 2021, 2022 penetration

Retailers shopped at for seasonal food and drink, 2022 & 2023

Retailers most shopped at for seasonal food and drink, 2022 & 2023

Drivers of food & drink retailer selection, 2023 and ppt change on 2022

Consumers switching from their usual main retailer, 2023 by demographic & 2021, 2022 overall

Top 10 retailers consumers switched to, 2022 & 2023

Reasons for switching main retailer, 2023 and ppt change on 2022

Consumers using each channel for purchasing seasonal food and drink, 2022 & 2023

Consumers using each store type for purchasing seasonal food and drink, 2022 & 2023

Consumers using each device for seasonal food and drink purchases, 2022 & 2023

Fulfilment options for seasonal food and drink purchases made online, 2022 & 2023

Average spend on seasonal food and non-alcoholic beverages by retailer, 2023 and £ change on 2022

Average spend on seasonal alcoholic beverages by retailer, 2023 and £ change on 2022

Christmas sweet products 2023 (by demographic) & 2021, 2022 penetration

Christmas savoury products 2023 (by demographic) & 2021, 2022 penetration

Meat, fish and free from alternatives 2023 (by demographic) & 2021, 2022 penetration

Fruit & vegetables 2023 (by demographic) & 2021, 2022 penetration

Alcoholic beverages 2023 (by demographic) & 2021, 2022 penetration

Non-alcoholic beverages 2023 (by demographic) & 2021, 2022 penetration

Overall seasonal food & drink planned/impulse purchases, 2023

Overall gift penetration 2023 (by demographic) & 2021, 2022 penetration

Retailers shopped at for gifts, 2022 & 2023

Drivers of gifts retailer selection, 2023 & ppt change on 2022

Consumers using each channel for purchasing Christmas gifts, 2022 & 2023

Consumers using store type for purchasing Christmas gifts, 2022 & 2023

Consumers using each device for Christmas gift shopping purchases, 2022 & 2023

Fulfilment options for Christmas gift purchases made online, 2022 & 2023

How consumers gave presents, 2022 & 2023

Average spend on Christmas gifts by product category, 2023 and £ change on 2022

Who consumers bought Christmas gifts for, 2023 and ppt change on 2022

Clothing & accessories penetration 2023 (by demographic) & 2021, 2022 penetration

Food gifts penetration 2023 (by demographic) & 2021, 2022 penetration

Health & beauty penetration 2023 (by demographic) & 2021, 2022 penetration

Alcohol gifts penetration 2023 (by demographic) & 2021, 2022 penetration

Books penetration 2023 (by demographic) & 2021, 2022 penetration

Toys & games penetration 2023 (by demographic) & 2021, 2022 penetration

Views regarding gifting plastic toys, 2022 & 2023

Footwear penetration 2023 (by demographic) & 2021, 2022 penetration

Homewares penetration 2023 (by demographic) & 2021, 2022 penetration

Money penetration 2023 (by demographic) & 2021, 2022 penetration

Voucher & gift cards penetration 2023 (by demographic) & 2021, 2022 penetration

Stationery penetration 2023 (by demographic) & 2021, 2022 penetration

Electricals penetration 2023 (by demographic) & 2021, 2022 penetration

Music & video penetration 2023 (by demographic) & 2021, 2022 penetration

Leather goods penetration 2023 (by demographic) & 2021, 2022 penetration

Computers penetration 2023 (by demographic) & 2021, 2022 penetration

Experiences penetration 2023 (by demographic) & 2021, 2022 penetration

Sports penetration 2023 (by demographic) & 2021, 2022 penetration

Fine jewellery & watches penetration 2023 (by demographic) & 2021, 2022 penetration

Garden items penetration 2023 (by demographic) & 2021, 2022 penetration

DIY penetration 2023 (by demographic) & 2021, 2022 penetration

Overall gift planned/impulse purchases, 2023

Overall gift personalisation, 2023

Secondhand gifts penetration 2023 (by demographic) & 2022 penetration

Channel usage for secondhand gift purchasing, 2022 & 2023

Reasons for purchasing/not purchasing secondhand gifts, 2023 and ppt change on 2022

Gifts purchased seen/promoted on social media penetration 2023 (by demographic) & 2021, 2022 penetration

Regifting penetrations 2023 (by demographic) & 2022 penetration

Reasons for regifting, 2023 and ppt change on 2022

Who consumers regifted to, 2023 and ppt change on 2022

Overall festive items penetration 2023 (by demographic) & 2021, 2022 penetration

Retailers shopped at for festive items, 2022 & 2023

Drivers of retailer selection for festive items, 2023 and ppt change on 2022

Consumers using each channel for festive item purchases, 2022 & 2023

Consumers using each store type for festive item purchases, 2022 & 2023

Consumers using each device for festive item purchases, 2022 & 2023

Fulfilment options for festive item purchases made online, 2022 & 2023

Average spend on festive items, 2023 and £ change on 2022

Christmas wrapping & cards penetration 2023 (by demographic) & 2021, 2022 penetration

Types of gift bags purchased, 2022 & 2023

Christmas trees and decorations penetration 2023 (by demographic) & 2021, 2022 penetration

Christmas tree purchasing dynamics, by real & artificial trees, 2023

Artificial Christmas tree replacement by number of years

Bulb count on Christmas lights purchased by internal & external, 2023

Bulb colour of Christmas lights purchased by internal & external, 2023

Festive home products penetration 2023 (by demographic) & 2021, 2022 penetration

Colour scheme chosen for festive home products, 2022, 2023

Christmas crackers penetration 2023 (by demographic) & 2021, 2022 penetration

Consumers filling in Christmas crackers themselves, 2022, 2023

Consumers’ opinion on whether retailers should stop including plastic toys in crackers, 2022, 2023

Christmas advent calendar penetration 2023 (by demographic) & 2021, 2022 penetration

Christmas advent calendar bought for, 2022 & 2023

Types of products included in Christmas advent calendars, 2022 & 2023

Christmas partywear penetration 2023 (by demographic) & 2021, 2022 penetration

Overall festive items planned/impulse purchases, 2023

Overall festive items personalisation, 2023

Overall items for the home penetration 2023 (by demographic) & 2021, 2022 penetration

Retailers shopped at for items for the home, 2022 & 2023

Drivers of items for the home retailer selection, 2023 and ppt change from 2022

Consumers using each channel for items for the home, 2022 & 2023

Consumers using each store type for items for the home, 2022 & 2023

Consumers using each device for items for the home, 2022 & 2023

Consumers using each fulfilment option for items for the home, 2022 & 2023

Average spend on items for the home by category, 2023 and £ change from 2022

Electricals penetration 2023 (by demographic) & 2021, 2022 penetration

Homewares penetration 2023 (by demographic) & 2021, 2022 penetration

Furniture penetration 2023 (by demographic) & 2021, 2022 penetration

Overall items for the home planned/impulse purchases, 2023

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