Christmas in the UK – 2019

“Christmas in the UK – 2019”, report forms part of GlobalData’s Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of consumers for Christmas. The report analyses the market, the major players, the main trends, and consumer attitudes.

Retailers across the board struggled in Christmas 2019 due to heavy discounting and continued political uncertainty.

Secret Santa and Christmas stocking penetration declined as consumers opt for new Christmas traditions.

Scope

– Higher returns following the Christmas period are being driven by young shoppers, presenting logistical and financial challenges for retailers.

– Waitrose is the number one retailer that shoppers switch to for Christmas food shopping, highlighting that although value for money is the biggest driver for retailer selection, high quality products remain important to many shoppers.

– Sustainability is having an impact on toys & games gifting, with consumers opting to buy fewer plastic toys, or actively seeking non-plastic alternative toys.

Reasons to buy

– Using our in-depth consumer insight to learn which areas within Christmas shopping are most important to ensure that product offerings are catering to the needs and wants of customers.

– Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.

– Use our in-depth analysis of the leading retailers for Christmas in order to understand how to appeal shoppers and maximise market share.

Companies mentioned

Aldi

Amazon

ASDA

B&M

Sainsbury’s

Tesco

Morrisons

Lidl

John Lewis & Partners

B&Q

Card Factory

H&M

Primark

Waitrose & Partners

The Range

The White Company

Topshop

The Entertainer

ASOS

Marks & Spencer

Matalan

Notonthehighstreet.com

Poundland

Argos

Boots

Iceland

Co-op

Dixons Carphone

Clintons

Debenhams

Dunelm

House of Fraser

Home Bargains

Next

Superdrug

WH Smith

Wilko

LEGO

TK Maxx

The Body Shop

The Perfume Shop

Hotel Chocolat

Waterstones

The Works

Blackwell’s

JD Sports

Sports Direct

Nike

Shoe Zone

CEX

Apple

The Disney Store

AO.com

GAME

Paperchase

River Island

Pandora

H. Samuel

Warren James

Ernest Jones

HMV

Very.co.uk

Dobbies

Homebase

IKEA

Adidas

Footasylum

JD Williams

Screwfix

Toolstation

Molton Brown

Diptique

Edinburgh Gin

Charlotte Tilbury

New Look

Urban Outfitters

Table of Contents

Table of Contents

The Key Findings

Penetration declines due to consumer hesitancy

Environmental awareness sparks shift in consumer shopping habits

Amazon crowned Christmas winner for 2019

Trend insight – stores

Trend insight – online

Consumer attitudes

Key findings

Buying dynamics

Financial wellbeing

Financial spending

Christmas spending

Christmas statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food retailers

Christmas stockings

Secret Santa

Christmas returns

Social media

Seasonal food and drink

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

Retailer used

Retailer selection

Spending

Buying dynamics

Gifts

Key findings

Store selection

Channel usage

Device usage

Fulfilment

Average spend

Recipient

Retailer used

Buying dynamics

Festive items

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Average spend

Retailer used

Buying dynamics

Christmas advent calendar

Buying dynamics

Items for the home

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

Methodology

Technical details: consumer survey work

List of Tables

List of Tables

Retailer ratings across key measures – grocers, 2019

Retailer ratings across key measures – non-food retailers, 2019

Number of Christmas returns, 2019

Products purchased – Christmas sweet products, 2018 & 2019

Products purchased – Christmas savoury products, 2018 & 2019

Products purchased – meat, fish and free from alternatives, 2018 and 2019

Products purchased – fruit & vegetables, 2018 & 2019

Products purchased – alcoholic beverages, 2018 & 2019

Products purchased – non-alcoholic beverages, 2018 & 2019

Products purchased – books, 2018 & 2019

Retailers used – books, 2018 & 2019

Products purchased – music & video, 2018 & 2019

Retailers used – music & video, 2018 & 2019

Products purchased – clothing & accessories, 2018 & 2019

Retailers used – clothing & accessories, 2018 & 2019

Products purchased – footwear, 2018 & 2019

Retailers used – footwear, 2018 & 2019

Products purchased – fine jewellery and watches, 2018 & 2019

Retailers used – fine jewellery and watches, 2018 & 2019

Products purchased – leather goods, 2018 & 2019

Retailers used – leather goods, 2018 & 2019

Products purchased – alcohol gifts, 2018 & 2019

Retailers used – alcohol gifts, 2018 & 2019

Products purchased -food gifts, 2018 & 2019

Retailers used – food gifts, 2018 & 2019

Products purchased – health & beauty, 2018 & 2019

Retailers used – health & beauty, 2018 & 2019

Products purchased – garden items, 2018 & 2019

Retailers used – garden items, 2018 & 2019

Products purchased – electricals, 2018 & 2019

Retailers used – electricals, 2018 & 2019

Products purchased – homewares, 2018 & 2019

Retailers used – homewares, 2018 & 2019

Products purchased – sports, 2018 & 2019

Retailers used – sports, 2018 & 2019

Products purchased – stationery, 2018 & 2019

Retailers used – stationery, 2018 & 2019

Products purchased – toys & games, 2018 & 2019

Retailers used – toys & games, 2018 & 2019

Products purchased – computers, 2018 & 2019

Retailers used – computers, 2018 & 2019

Products purchased – DIY, 2018 & 2019

Retailers used – DIY, 2018 & 2019

Products purchased – experience, 2018 & 2019

Products purchased – vouchers & gift cards, 2018 & 2019

Products purchased – money, 2018 & 2019

Retailers used – festive items, 2018 to 2019

Products purchased – Christmas trees & decorations, 2018 & 2019

Retailers used – Christmas trees & decorations, 2018 & 2019

Products purchased – festive home products, 2018 & 2019

Retailers used – festive home products, 2018 & 2019

Retailers used – Christmas crackers, 2018 & 2019

Retailers used – Christmas advent calendar, 2018 & 2019

Products purchased – Christmas wrapping & cards, 2018 & 2019

Retailers used – Christmas wrapping & cards, 2018 & 2019

Products purchased – party clothing & accessories, 2018 & 2019

Retailers used – party clothing & accessories, 2018 & 2019

Products purchased – electricals, 2019

Retailers used – electricals,2019

Products purchased – furniture, 2019

Retailers used – furniture, 2019

Products purchased – homewares, 2019

Retailers used – homewares, 2019

Retailers used – items for the home, 2018 to 2019

List of Figures

List of Figures

Christmas 2019 shopper penetration (by demographic and by region)

Christmas shopper profile (by demographic & by region), 2019

Financial wellbeing compared to last year, 2018 & 2019

What’s driving retailer selection (by retailer), 2018 & 2019

How consumers financed Christmas spending, 2018 & 2019

Christmas spending compared to last year, 2018 & 2019

Agreement statements about Christmas, 2019

Success of retailers at promoting or communicating Christmas deals, 2019

Christmas stockings received penetration (by demographic and by region), 2019

Christmas stockings given penetration (by demographic and by region), 2019

Christmas stockings average spend, 2019

Christmas stockings bought, 2019

Secret Santa penetration (by demographic and by region), 2019

Secret Santa budget, 2019

Secret Santa bought for, 2019

Christmas returns penetration (by demographic and by region), 2019

Number of Christmas returns (by demographic), 2019

Reasons for returning Christmas presents, 2019

Social media use and influence on purchases of Christmas presents, 2019

Drivers of food & drink retailer selection, 2019 and ppt change on 2018

Consumers using each channel for purchasing seasonal food and drink, 2019 (browsed and purchased)

Consumers using each device for seasonal food and drink purchases, 2019 (browsed and purchased)

Fulfilment options for seasonal food and drink purchases made online, 2019

Retailers shopped at for seasonal food and drink, 2018 & 2019 and ppt change on 2018

Top 10 retailers most shopped at for seasonal food and drink, 2018 & 2019 and ppt change on 2018

Consumers switching from their usual main retailer, 2019 and ppt change on 2018

Top 10 retailers consumers switched to, 2018 & 2019 and ppt change on 2018

Reasons for switching their main retailer, 2019 and ppt change on 2018

Drivers of retailer selection (by retailer), 2018 & 2019

Seasonal food and non-alcoholic beverage spend, 2019 and ppt change on 2018

Seasonal alcoholic beverages spend, 2019 and ppt change on 2018

Overall food and drink penetration 2019 (by demographic) & 2018 penetration

Christmas sweet products 2019 (by demographic) & 2018 penetration

Christmas savoury products 2019 (by demographic) & 2018 penetration

Meat, fish and free from alternatives 2019 (by demographic) & 2018 penetration

Fruit & vegetables 2019 (by demographic) & 2018 penetration

Alcoholic beverages 2019 (by demographic) & 2018 penetration

Overall seasonal food & drink planned/impulse purchases, and by sector, 2018 & 2019

Drivers of gifts store selection, 2019 & ppt change on 2018

Consumers using each channel for purchasing Christmas gifts, 2019 (browsed and purchased)

Consumers using each device for Christmas gift shopping purchases, 2019 (browsed and purchased)

Fulfilment options for Christmas gift purchases made online, 2019

Average spend on Christmas gifts, 2019 and £ change on 2018

Who consumers bought Christmas gifts for, 2019 and ppt change on 2018

Retailers shopped at for gifts, 2018 & 2019 and ppt change on 2018

Overall gift penetration 2019 (by demographic) & 2018 penetration

Books penetration 2019 (by demographic) & 2018 penetration

Music & video 2019 (by demographic) & 2018 penetration

Clothing & accessories penetration 2019 (by demographic) & 2018 penetration

Footwear penetration 2019 (by demographic) & 2018 penetration

Fine jewellery & watches penetration 2019 (by demographic) & 2018 penetration

Leather goods penetration 2019 (by demographic) & 2018 penetration

Alcohol gifts penetration 2019 (by demographic) & 2018 penetration

Food gifts penetration 2019 (by demographic) & 2018 penetration

Health & beauty penetration 2019 (by demographic) & 2018 penetration

Garden items penetration 2019 (by demographic) & 2018 penetration

Electricals penetration 2019 (by demographic) & 2018 penetration

Homewares penetration 2019 (by demographic) & 2018 penetration

Sports penetration 2019 (by demographic) & 2018 penetration

Stationery penetration 2019 (by demographic) & 2018 penetration

Toys & games penetration 2019 (by demographic) & 2018 penetration

Views regarding plastic toys, 2019

Computers penetration 2019 (by demographic) & 2018 penetration

DIY penetration 2019 (by demographic) & 2018 penetration

Experience penetration 2019 (by demographic) & 2018 penetration

Voucher & gift cards penetration 2019 (by demographic) & 2018 penetration

Money penetration 2019 (by demographic) & 2018 penetration

Overall gift planned/impulse purchases, and by sector 2018 & 2019

Overall gift personalisation, and by sector, 2019

Drivers of retailer selection for festive items, 2019 and ppt change on 2018

Consumers using each channel for festive item purchases, 2019 (browsed and purchased)

Consumers using each device for festive item purchases, 2019 (browsed and purchased)

Fulfilment options for festive item purchases made online, 2019

Average spend on festive items, 2019 and £ change on 2018

Retailers shopped at for festive items, 2018 & 2019 and ppt change on 2018

Overall festive items penetration 2019 (by demographic) & 2018 penetration

Christmas trees and decorations penetration 2019 (by demographic) & 2018 penetration

Festive home products penetration 2019 (by demographic) & 2018 penetration

Christmas crackers penetration 2019 (by demographic) & 2018 penetration

Views regarding plastic in Christmas crackers, 2019

Sustainability dynamics, 2019

Christmas advent calendar penetration 2019 (by demographic) & 2018 penetration

Christmas advent calendar bought for, 2018 & 2019

Types of products included in Christmas advent calendars, 2018 & 2019

Christmas wrapping & cards penetration 2019 (by demographic) & 2018 penetration

Party clothing & accessories penetration 2019 (by demographic) & 2018 penetration

Overall festive items planned/impulse purchases, and by sector, 2018 & 2019

Drivers of items for the home retailer selection, 2019 and ppt change from 2018

Consumers using each channel for items for the home, 2019 (browsed and purchased)

Consumers using each device for items for the home, 2019 (browsed and purchased)

Consumers using each fulfilment option for items for the home, 2019

Average spend on items for the home by category, 2019

Retailers shopped at for items for the home, 2019

Overall items for the home penetration 2019 (by demographic) & 2018 penetration

Electricals penetration 2019 (by demographic) & 2018 penetration

Furniture penetration 2019 (by demographic) & 2018 penetration

Homewares penetration 2019 (by demographic) & 2018 penetration

Overall items for the home planned/impulse purchases, and by sector, 2018 & 2019

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