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Christmas Retailing - Ireland - April 2011

This report relates to consumer expenditure and shopping patterns for Christmas gifts and groceries in the run-up to Christmas in both RoI and NI. It also looks at consumer responses to statements to gauge attitudes towards, and the buying patterns surrounding the process of Christmas shopping.

In compiling this report, Mintel has gathered data from separate NI and RoI sources (eg CSO and NISRA). In some cases therefore it has not been possible to provide comparable data for each region.

For the purposes of this report:

  • Ireland refers to the Island of Ireland.
  • NI refers to Northern Ireland.
  • RoI refers to the Republic of Ireland.
  • Therefore, ‘Irish consumers’ refers to both NI and RoI consumers.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Market size rationale
            • Abbreviations
            • Insights and Opportunities

              • Internet shopping for the high street
                • Making big-ticket items stretch
                  • Premium own-brand
                    • Building on home entertainment
                    • Market in Brief

                      • Christmas gift retailing bottoms out
                        • Irish consumers still spend significant amounts at Christmas
                          • Increased competition splits Christmas market
                            • Consumers look to practical gifts
                              • Groceries make way for spending on gifts
                                • Preparation helps consumers spend more
                                • Fast Forward Trends

                                    • Trend 1: Experience is All
                                      • What’s it about?
                                        • What we’ve seen
                                          • What next?
                                            • Trend 2: Why Buy
                                              • What’s it about?
                                                • What we’ve seen
                                                  • What next?
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Irish consumers’ average spend still high
                                                        • Figure 1: Average household expenditure at Christmas, by country, 2010
                                                      • Debt still fuelling Christmas...
                                                        • ...and hitting consumers up to nine months later
                                                          • Mounting debt limits future spending
                                                            • Cross-border shopping at an end?
                                                              • Poor weather hits Christmas shoppers
                                                                • Online shopping threatens the high street
                                                                  • Queues are not limited to the high street
                                                                    • Consumers feel removed from online stores
                                                                      • Sales starting earlier
                                                                        • Christmas markets draw a crowd
                                                                          • Trading up a ghost of Christmas past for groceries
                                                                            • Big freeze keeps consumers shopping local
                                                                            • Broader Market Environment

                                                                              • Key points
                                                                                • Economic woes dampen Christmas spirit
                                                                                  • Figure 2: Economic outlook, NI and RoI, 2008-10
                                                                                • Confidence low for Christmas 2010
                                                                                  • Figure 3: Consumer Sentiment/Confidence Index – UK and RoI, May 2008-11
                                                                                • 2011 sees hope renewed
                                                                                  • Unemployed accounts for significant consumer segment
                                                                                    • Figure 4: Unemployment rate, NI and RoI, July 2009-March 2011
                                                                                  • Birth rates affect Christmas spending
                                                                                    • Figure 5: Number of life births, NI and RoI, 1989-2009
                                                                                  • Emigration fears not realised in population projections
                                                                                      • Figure 6: Population projections, by gender, NI and RoI, 2006-20
                                                                                    • Rise in interest rates may curb Christmas spending
                                                                                    • Strengths and Weaknesses

                                                                                      • Strengths
                                                                                        • Weaknesses
                                                                                        • Market Value and Forecast

                                                                                          • Key points
                                                                                            • Christmas gift spend drops below €1.5 billion
                                                                                              • Figure 7: Christmas gift market value, all-Ireland, RoI and NI, 2005-15
                                                                                            • Early shopping, a late surge and local retailing shore up shortfall in RoI
                                                                                              • Cross-border shopping decline drives down NI figures
                                                                                                • Stability for 2011
                                                                                                  • Figure 8: Christmas gifts, by indexed value, RoI and NI, 2005-15
                                                                                              • Who’s Innovating?

                                                                                                • Key points
                                                                                                  • New food products on the rise in 2010
                                                                                                    • Figure 9: New Christmas food product launches, RoI and UK, 2006-10
                                                                                                  • Bakery goods lead product releases
                                                                                                    • Figure 10: New Christmas food product launches, by category, RoI and UK, 2006-10
                                                                                                  • Building on existing ranges tops Christmas NPD
                                                                                                    • Figure 11: New Christmas food product launches, by launch type, RoI and UK, 2006-10
                                                                                                  • Private label finds a place at the Christmas table
                                                                                                    • Figure 12: New Christmas food product launches, by brand type, RoI and UK, 2006-10
                                                                                                  • Own-brands make inroads into bakery
                                                                                                    • Chocolate confectionery targets parents
                                                                                                      • Snack items and party food are key to the Christmas market
                                                                                                        • Few product releases in the Christmas drinks market
                                                                                                          • Figure 13: New Christmas drink product launches, RoI and UK, 2006-10
                                                                                                          • Figure 14: New Christmas drink product launches, by category, RoI and UK, 2006-10
                                                                                                        • Drink range extensions surpass new product releases
                                                                                                          • Figure 15: New Christmas drink product launches, by launch type, RoI and UK, 2006-10
                                                                                                        • Seasonal themes differentiate crowded market
                                                                                                          • Amazon brings US traditions to the UK and Ireland
                                                                                                            • Retailers help consumers budget
                                                                                                              • Supervalu focuses on Christmas dinner
                                                                                                                • Sony tries duty-free
                                                                                                                • Christmas Spending Patterns

                                                                                                                  • Key points
                                                                                                                    • Big-ticket items lose out at Christmas
                                                                                                                      • Figure 16: Amount spent last Christmas on close family and friends, RoI, 2011
                                                                                                                      • Figure 17: Amount spent last Christmas on close family and friends, by age, RoI, 2011
                                                                                                                    • Rising unemployment a major concern
                                                                                                                      • Similar spending patterns in NI
                                                                                                                        • Figure 18: Amount spent last Christmas on close family and friends, NI, 2011
                                                                                                                      • The grey market dig deep
                                                                                                                        • Figure 19: Amount spent last Christmas on close family and friends, by age, NI, 2011
                                                                                                                      • Third-level fees make NI students think twice
                                                                                                                      • Christmas Gifting Patterns

                                                                                                                        • Key points
                                                                                                                          • Clothing tops the agenda as consumers look to practical gifts
                                                                                                                            • Figure 20: Gifts purchased for Christmas, NI and RoI, 2010
                                                                                                                          • Universal gifts more popular among older consumers
                                                                                                                            • Figure 21: Gifts given for Christmas, by gender, RoI and NI, 2010
                                                                                                                        • Christmas Gift Shopping Attitudes and Behaviour

                                                                                                                          • Key points
                                                                                                                            • How do consumers go about Christmas shopping?
                                                                                                                              • Figure 22: Agreement with selected statements relating to Christmas gifts, NI and RoI, 2010
                                                                                                                            • RoI consumers cut back while NI consumers manage better
                                                                                                                              • Women are better prepared...
                                                                                                                                • Figure 23: Agreement with selected statements relating to Christmas gifts, by gender, NI and RoI, 2010
                                                                                                                              • ...while men stick to a budget
                                                                                                                                • Lack of credit forces many to stay within their means
                                                                                                                                  • Figure 24: Agreement with ‘I had a budget for spending on Christmas presents which I kept to’, by working status, NI and RoI, 2010
                                                                                                                                • Special offers most popular among 35-49 age group
                                                                                                                                  • Figure 25: Agreement with ‘I took advantage of special offers to buy Christmas gifts’, by age, NI and RoI, 2010
                                                                                                                                • Big spenders cut back last Christmas
                                                                                                                                  • Cautious consumers expected for 2011
                                                                                                                                    • Figure 26: Agreement with ‘I will be more careful about how I spend money on Christmas presents next year’, by working status, NI and RoI, 2010
                                                                                                                                • Impact of Online on Christmas Shopping Behaviour

                                                                                                                                  • Key points
                                                                                                                                    • NI consumers quicker to adopt online Christmas shopping
                                                                                                                                      • Figure 27: Agreement with selected statements relating to online shopping at Christmas, NI and RoI, 2010
                                                                                                                                    • Women are more likely to shop online
                                                                                                                                      • Figure 28: Agreement with ‘I did some of my Christmas shopping online’, by gender and age, NI and RoI, 2010
                                                                                                                                  • Christmas Grocery Shopping Attitudes and Behaviour

                                                                                                                                    • Key points
                                                                                                                                      • Consumers use groceries to cut back
                                                                                                                                        • Figure 29: Agreement with selected statements relating to Christmas grocery shopping, NI and RoI, 2010
                                                                                                                                      • The big Christmas shop is still popular
                                                                                                                                        • Figure 30: Agreement with ‘I did one big grocery shop before Christmas’, by working status, NI and RoI, 2010
                                                                                                                                      • Customer loyalty tested at Christmas
                                                                                                                                        • Figure 31: Agreement with ‘I shopped in different grocery shops than usual to take advantage of Christmas special offers for groceries’, by age, NI and RoI, 2010
                                                                                                                                      • Promotions on food outweigh alcohol
                                                                                                                                        • Consumers cutting back
                                                                                                                                          • Figure 32: Agreement with ‘I cut back on the amount I spent on grocery shopping last Christmas’, by working status, NI and RoI, 2010
                                                                                                                                        • Who will cut back at Christmas 2011?
                                                                                                                                          • Figure 33: Agreement with ‘I will be more careful about how I spend money on grocery shopping next year’, by age, NI and RoI, 2010
                                                                                                                                      • Consumer Target Groups

                                                                                                                                        • NI target groups
                                                                                                                                          • Figure 34: NI consumer typologies, 2010
                                                                                                                                        • Early Birds
                                                                                                                                          • Characteristics
                                                                                                                                            • Who are Early Birds?
                                                                                                                                              • Understanding Early Birds
                                                                                                                                                • Budgeters
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Who are Budgeters?
                                                                                                                                                      • Understanding Budgeters
                                                                                                                                                        • Frugal Shoppers
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Who are Frugal Shoppers?
                                                                                                                                                              • Understanding Frugal Shoppers
                                                                                                                                                                • Online Savvy
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Who are Online Savvy?
                                                                                                                                                                      • Understanding Online Savvy
                                                                                                                                                                        • RoI target groups
                                                                                                                                                                          • Figure 35: RoI consumer typologies, 2010
                                                                                                                                                                        • Last Minute Cutters
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Who are Last Minute Cutters?
                                                                                                                                                                              • Understanding Last Minute Cutters
                                                                                                                                                                                • Limited Means
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Who are Limited Means?
                                                                                                                                                                                      • Understanding Limited Means
                                                                                                                                                                                        • Bargain Hunters
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Who are Bargain Hunters?
                                                                                                                                                                                              • Understanding Bargain Hunters
                                                                                                                                                                                                • Early Spreaders
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Who are Early Spreaders?
                                                                                                                                                                                                      • Understanding Early Spreaders
                                                                                                                                                                                                      • Appendix

                                                                                                                                                                                                          • Figure 36: Population projections, by gender, NI, 2006-20
                                                                                                                                                                                                          • Figure 37: Population projections, by gender, RoI, 2006-20
                                                                                                                                                                                                          • Figure 38: Population projections, by age, NI, 2000-20
                                                                                                                                                                                                          • Figure 39: Population projections, by age, RoI, 2000-20
                                                                                                                                                                                                          • Figure 40: Pound to euro exchange rate used (annual average), 2004-13
                                                                                                                                                                                                        • Christmas spending pattern tables
                                                                                                                                                                                                          • Figure 41: Amount spent on Christmas gifts for close friends and family, by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 42: Amount spent on Christmas gifts for close friends and family, by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 43: Types of items bought as gifts last Christmas, by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 44: Types of items bought as gifts last Christmas (continued), by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 45: Types of items bought as gifts last Christmas (continued), by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 46: Types of items bought as gifts last Christmas, by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 47: Types of items bought as gifts last Christmas (continued), by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 48: Types of items bought as gifts last Christmas (continued), by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 49: Agreement with statements relating to Christmas shopping, by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 50: Agreement with statements relating to Christmas shopping (continued), by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 51: Agreement with statements relating to Christmas shopping (continued), by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 52: Agreement with statements relating to Christmas shopping behaviour, by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 53: Agreement with statements relating to Christmas shopping behaviour (continued), by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 54: Agreement with statements relating to Christmas shopping, by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 55: Agreement with statements relating to Christmas shopping (continued), by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 56: Agreement with statements relating to Christmas shopping (continued), by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 57: Agreement with statements relating to Christmas shopping behaviour, by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 58: Agreement with statements relating to Christmas shopping behaviour (continued), by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 59: Agreement with statements relating to Christmas grocery shopping, by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 60: Agreement with statements relating to Christmas grocery shopping (continued), by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 61: Agreement with statements relating to Christmas grocery shopping (continued), by demographics, RoI, April 2011
                                                                                                                                                                                                          • Figure 62: Agreement with statements relating to Christmas grocery shopping, by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 63: Agreement with statements relating to Christmas grocery shopping (continued), by demographics, NI, April 2011
                                                                                                                                                                                                          • Figure 64: Agreement with statements relating to Christmas grocery shopping (continued), by demographics, NI, April 2011
                                                                                                                                                                                                        • RoI typologies
                                                                                                                                                                                                          • Figure 65: Consumer typologies, by demographics, RoI, 2011
                                                                                                                                                                                                          • Figure 66: Christmas presents bought, by consumer typology, RoI, 2011
                                                                                                                                                                                                          • Figure 67: Amount spent on Christmas items, by consumer typology, RoI, 2011
                                                                                                                                                                                                          • Figure 68: Agreement with statements relating to Christmas shopping habits, by consumer typology, RoI, 2011
                                                                                                                                                                                                          • Figure 69: Agreement with statements relating to Christmas shopping planning, by consumer typology, RoI, 2011
                                                                                                                                                                                                          • Figure 70: Agreement with statements relating to Christmas shopping intentions, by consumer typology, RoI, 2011
                                                                                                                                                                                                        • NI typologies
                                                                                                                                                                                                          • Figure 71: Agreement with statements, by consumer typology, NI, 2011
                                                                                                                                                                                                          • Figure 72: Christmas gifts bought, by consumer typology, NI, 2011
                                                                                                                                                                                                          • Figure 73: Amount spend at Christmas, by consumer typology, NI, 2011
                                                                                                                                                                                                          • Figure 74: Consumer typologies, by demographics, NI, 2011

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Zipcar, Inc.

                                                                                                                                                                                                      Christmas Retailing - Ireland - April 2011

                                                                                                                                                                                                      £1,095.00 (Excl.Tax)