This report provides an in-depth understanding of how consumers behaved over Christmas 2012: what did they buy, why did they buy it and where did they shop, are all examined. In addition, the report examines people's opinions of retailers and of the Christmas period itself. The report is driven by unique consumer data and interviews.
Introduction and Landscape
Conlumino's Retail Occasions series helps you to understand how consumers are shopping across the various events and occasions in the retail calendar. For each occasion we analyze the results of a large consumer survey to understand what's happening and what it means for you.
Key Market Issues
1. Understand what's being purchased
We explore what products people are purchasing for each of the key occasions and analyze the penetration rates for key categories. A wide range of products are covered including food, gifts, clothing and goods for the home.
2. Understand where it's being purchased
We monitor which retailers consumers have visited for each of the occasions, what they have used those retailers for and what they thought of them. We analyze retailer customer share both overall and by product category.
3. Explore what's being spent
We examine how much people are spending and intend to spend across the various categories and products and how this differs to previous years. We also look at total household budgets for the various occasions.
4. Understand how people are celebrating
We take a broad look at what people are doing for the various occasions, how they intend to celebrate them and how these things are influencing and affecting their retail and buying behavior.
5. Explore key issues by demographics
We analyze all of the above at an overall level but also provide a breakdown by key demographics as well as by region. On a bespoke basis we can also isolate and explore specific consumer segmentations.
Christmas Not Immune To Wider Economic Problems
While a slightly higher proportion of consumers said that they spent more this Christmas compared to the year previous, in the context of rising inflation - particularly in food - the overall picture was much less rosy - with volumes in decline. Although consumers do prioritize Christmas to a much larger extent than other occasions, there has been an increasing tendency to reduce the more wasteful aspects of spending.
Evolving Value Expectations In Food
Running in parallel to a rising focus on price, which is driving higher promiscuity among consumers, has been evolving value expectations. The importance of quality holds marked importance at Christmas. Against this backdrop, private label has come to represent a key differentiator among the major grocers, particularly considering the majority now operate a form of branded price matching.
Inspiration And Ideas In Gifting
With money tighter than ever, consumers are keen that the gifts they buy are of value to recipients. As many people now own most of the things they want, selecting good gifts has inevitably become more difficult. Retailers should aim to provide consumers with ideas and inspiration on websites, in-store and via catalogues and magazines. This helps to encourage spending and allows brands to engage with consumers, hopefully stimulating loyalty in the process.