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Consumer Research


Consumers are still intending to spend this Christmas

Consumers are still intending to spend this Christmas

Consumers in the UK have already started saving for Christmas with the majority planning which presents to buy in October or November according to OMD’s latest State of the Nation research.

Budgets for presents are similar to 2008, with cut backs most significant in board games, holidays and personal electronics. 

There are mixed feelings about the festive period with 72% believing Christmas starts too early these days and a third agreeing that it gets more stressful every year.

However, nearly half agree that they put a lot more effort into Christmas compared with individual birthdays and a quarter have been introduced to brands through gifts at Christmas, which they have continued to use. 

On the whole, people have positive attitudes towards media and advertising during the Christmas period saying it forms part of the experience and helps with gift ideas.

The report also found that over half look forward to seeing what’s on TV and 61% of under-35s are more aware of ads in the run up to Christmas.

The high street dominates most purchases for Christmas with two thirds browsing several shops before buying.

Online, on the other hand, is most important for holidays, electronics, DVDs/CDs, computer games and books.

Some 40% look online for present ideas before buying in-store and over two thirds intend to compare prices online this Christmas.

Consumers continue to show their savvy side with over half making use of seasonal vouchers and coupons.

However, consumers still have a weakness for spending with a third buying gifts for themselves when Christmas shopping!

Priorities over the Christmas season are staying healthy and looking well groomed.

The focus stays on health in the New Year with over a quarter making a resolution to have a healthier diet/lifestyle.

However, it’s also back to reality in the New Year with a third reviewing their financial situation after Christmas. 

If you’d like to find out more about this or OMD’s other State of the Nation reports, please contact Sarah Atherton on 020 7470 5349.


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