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Christmas Shopping 2010 and Planning for 2011 - UK - March 2011

Consumers had an easy time of it in 2010, or perhaps it would be fairer to say that they should have cut back on spending, but instead they chose to cut back on saving. The year ended with a remarkably strong performance over Christmas. But where next?

  • Clothing was the most widely bought Christmas present, bought by 59% of people closely followed by perfumery and books.
  • People believe that they are becoming more cautious. Only 23% said they bought more than last year against 30% who thought they spent less. In fact retail sales grew by 2.2% equivalent to £750 million of extra spending.
  • The weather certainly hit demand. On seasonally adjusted volume basis, sales fell by 1% in December on November and all of that would have been due to the weather. But almost all of the lost sales were 'routine spending' not present.
  • Use of the internet is growing. A quarter of all 16-34 year olds with Internet access said that they bought most of their presents online and almost 20% of the over 55s said they had done as well.
  • Consumers are quite convinced that they are going to save more in 2011. Saving came out top of the list of priorities, mentioned by 43% of our Internet survey, and there was , for the first time, a clear bias to younger people.
  • It's time to dispel some myths: lots of people don't return unwanted gifts.Only 7% of people said they returned some unwanted gifts. The bad weather did not inhibit gift buying - only 4% said that they bought less because of the weather. Delivery problems have not put people off. Some 10% of people said they had problems with online purcahses, only 2% said their experience would put them off buying online again.

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Table of contents

  1. Introduction

      • Financial definitions
        • Abbreviations
        • Issues in the Market

            • How did consumers manage to spend so much in 2010?
              • What are the prospects for 2011?
                • And how are consumers likely to behave over Christmas 2011?
                  • Couldn’t anything go right?
                    • What can we learn from their behaviour in 2010?
                      • And what about the internet?
                        • What do they want to spend on, what are they likely to cut back on in 2011?
                          • And looking further out?
                          • Future Opportunities

                              • Trend: Stability
                                • Trend: Never say die
                                • Executive Summary

                                    • Playing at recession
                                      • It was a good Christmas
                                        • Clothing and footwear the most popular gifts
                                          • Figure 1: What did people buy for Christmas presents, January 2011
                                        • Who bought when and where
                                          • Figure 2: Profile of shoppers by Christmas buying policies, January 2011
                                        • The web takes centre stage in Christmas buying
                                          • Figure 3: Usage of the internet to buy most Christmas gifts, January 2011
                                        • Spending priorities
                                          • Figure 4: Those putting any spare money into savings, 2009-11
                                        • The outlook for 2011 is poor
                                          • Where next?
                                          • Christmas – How Important Is It?

                                            • Key points
                                              • It really was a very good Christmas
                                                  • Figure 5: Retail sales year on year growth, 2009-10
                                                • Why is Christmas so important?
                                                  • Figure 6: Sector sales in December as % Jan-Nov average, 2010
                                                • Who did well over Christmas
                                                  • Figure 7: Main retail sectors performance in December 2010
                                                • Retailer performance
                                                  • Food retailers
                                                    • Figure 8: Food retailers performance, December 2010
                                                  • Clothing and footwear retailers
                                                    • Figure 9: Clothing retailers performance, December 2010
                                                  • Young retailers
                                                    • Sports retailers
                                                      • Luxury goods
                                                        • Older age groups
                                                          • Department stores and other mixed goods retailers
                                                            • Figure 10: Department stores performance, December 2010
                                                          • DIY and Homewares
                                                            • Figure 11: DIY and homewares stores performance, December 2010
                                                          • Miscellaneous
                                                            • Figure 12: Miscellaneous retailers performance, December 2010
                                                        • Consumers and the Economy

                                                          • Key points
                                                            • Playing at recession
                                                                • Figure 13: Consumer confidence, 2004-10
                                                              • Confidence about finances
                                                                  • Figure 14: “My finances are healthy, there’s some money left over at the end of the month”, 2009-11
                                                                  • Figure 15: Are you concerned about your financial prospects?, 2008-10
                                                                  • Figure 16: “My finances are healthy”, 2009-11
                                                                • The income squeeze
                                                                    • Figure 17: Inflation vs Earnings growth, 2005-10
                                                                  • Housing heading downwards again
                                                                      • Figure 18: House prices, 2000-11
                                                                    • Interest rates must go up again…
                                                                        • Figure 19: “Are you concerned about interest rates”, 2009-10
                                                                      • …but when?
                                                                        • Savings
                                                                            • Figure 20: Savings ratio, 1991-2010 (Q3)
                                                                          • VAT – not important in itself, but it comes on top of everything else
                                                                              • Figure 21: Furniture retailers sales year on year growth, 2009
                                                                              • Figure 22: Furniture retailers sales year on year growth, 2009 and 2010
                                                                            • Prospects
                                                                              • And how will consumers react?
                                                                                • Figure 23: What people spend any money left over on, December 2010
                                                                              • Outlook for retailing
                                                                              • Who Spent What, How Much and What On?

                                                                                • Key points
                                                                                  • What did people buy for Christmas presents
                                                                                    • Figure 24: What did people buy for Christmas presents, January 2011
                                                                                  • Who buys what
                                                                                    • Figure 25: Profile of buyers of particular Christmas gifts, January 2011
                                                                                  • How much did they spend
                                                                                    • Figure 26: Average and median amounts spent on each type of product for Christmas, January 2011
                                                                                    • Figure 27: Median amounts spent on particular Christmas gifts, January 2011
                                                                                    • Figure 28: Profile of those buying clothing for Christmas, by amount spent, January 2011
                                                                                    • Figure 29: Profile of those buying toys for Christmas, by amount spent, January 2011
                                                                                    • Figure 30: Profile of those buying electrical goods for Christmas, by amount spent, January 2011
                                                                                  • Spending more or less
                                                                                    • Figure 31: How much people think they spent at Christmas compared with previous year, 2008-11
                                                                                    • Figure 32: Profile of those who say they spent more or less at Christmas, January 2011
                                                                                • Attitudes to Spending for Christmas

                                                                                  • Key points
                                                                                    • Attitudes to Christmas shopping
                                                                                      • Figure 33: Statements on shopping for Christmas, January 2011
                                                                                    • Exploding myths
                                                                                      • Shopper profiles
                                                                                          • Figure 34: Profile of shoppers, by Christmas buying policies, January 2011
                                                                                        • How much people spent compared with what they bought
                                                                                          • Figure 35: Christmas spending this year compared to previous year, by gifts bought for Christmas 2010, January 2011
                                                                                          • Figure 36: Christmas spending this year compared to previous year, by gifts bought for Christmas 2010, January 2011 (continued)
                                                                                          • Figure 37: Gifts bought for Christmas 2010, by spending this year compared to previous year, January 2011
                                                                                        • Attitudes compared with how much people spent
                                                                                          • Figure 38: Christmas spending this year compared to previous year, by statements on shopping for Christmas 2010, January 2011
                                                                                          • Figure 39: Christmas spending this year compared to previous year, by statements on shopping for Christmas 2010, January 2011 (continued)
                                                                                          • Figure 40: Gifts bought for Christmas 2010, by spending this year compared to previous year, January 2011
                                                                                      • Christmas Shopping Online

                                                                                        • Key points
                                                                                          • Sites used
                                                                                            • Using the web
                                                                                              • Figure 41: Attitudes to using the internet for Christmas shopping, January 2011
                                                                                              • Figure 42: Internet access, 2001-10
                                                                                              • Figure 43: Internet access, by age, 2004 and 2009
                                                                                            • Attitudes by age
                                                                                              • Figure 44: Usage of the internet to get ideas, by age, January 2011
                                                                                            • Usage of the internet to buy gifts
                                                                                              • Figure 45: Usage of the internet to buy a few gifts, by age, January 2011
                                                                                              • Figure 46: Usage of the internet to buy most gifts, by age, January 2011
                                                                                            • Delivery issues
                                                                                              • Other points
                                                                                                • Attitudes to the internet and spending
                                                                                                  • Figure 47: Christmas spending this year compared to previous year, by most popular statements on shopping for this Christmas just gone, January 2011
                                                                                                  • Figure 48: Christmas spending this year compared to previous year, by next most popular statements on shopping for this Christmas just gone, January 2011
                                                                                                  • Figure 49: Statements on shopping for this Christmas just gone, by Christmas spending this year compared to previous year, January 2011
                                                                                              • Consumer Spending Priorities in 2011

                                                                                                • Key points
                                                                                                  • 2011 will be tough
                                                                                                    • Current attitudes
                                                                                                      • What do you spend money left over on?
                                                                                                          • Figure 50: Extra money spent on, January 2011
                                                                                                          • Figure 51: Those putting any spare money into savings, 2009-11
                                                                                                        • How seriously should we take these findings?
                                                                                                          • What would you like to spend money on in 2011
                                                                                                              • Figure 52: Most important spending priorities for 2011, January 2011
                                                                                                              • Figure 53: Spending priorities, 2005-11
                                                                                                            • Leisure vs the home
                                                                                                                • Figure 54: Ranking of DIY in consumer spending priorities, 2005-11
                                                                                                              • Who wants to save
                                                                                                                • Figure 55: Those wanting to save, by age, 2011
                                                                                                              • Other differences
                                                                                                              • Appendix – Who Spent What, How Much and What On?

                                                                                                                  • Figure 56: Most popular gifts bought for Christmas, by demographics, January 2011
                                                                                                                  • Figure 57: Next most popular gifts bought for Christmas, by demographics, January 2011
                                                                                                                  • Figure 58: Gifts bought for Christmas, January 2011
                                                                                                                  • Figure 59: Amount spent on clothing/footwear purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 60: Amount spent on jewellery purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 61: Amount spent on toys and games (not video and computer games) purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 62: Amount spent on books purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 63: Amount spent on pre-recorded music/DVDs purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 64: Amount spent on video and computer games (including games consoles) purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 65: Amount spent on perfume/aftershave/toiletries purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 66: Amount spent on electrical goods, eg hi-fi, computers, cameras, phones etc purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 67: Amount spent on household items, eg china or glassware, kitchen gadgets, candles purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 68: Amount spent on other item, including money purchases for Christmas, by demographics, January 2011
                                                                                                                  • Figure 69: Christmas spending this year compared to previous year, by demographics, January 2011
                                                                                                                  • Figure 70: Median for gifts bought for Christmas, January 2011
                                                                                                                  • Figure 71: Median for gifts bought for Christmas, by demographics, January 2011
                                                                                                                  • Figure 72: Median for gifts bought for Christmas, by demographics, January 2011
                                                                                                              • Appendix – Attitudes to Spending for Christmas

                                                                                                                  • Figure 73: Most popular statements on shopping for this Christmas just gone, by demographics, January 2011
                                                                                                                  • Figure 74: Next most popular statements on shopping for this Christmas just gone, by demographics, January 2011
                                                                                                                  • Figure 75: Other statements on shopping for this Christmas just gone, by demographics, January 2011
                                                                                                              • Appendix – Christmas Shopping Online

                                                                                                                  • Figure 76: Most popular statements on shopping for this Christmas just gone, by demographics, January 2011
                                                                                                                  • Figure 77: Next most popular statements on shopping for this Christmas just gone, by demographics, January 2011
                                                                                                              • Appendix – Spending Priorities in 2011

                                                                                                                  • Figure 78: Most popular spending priorities for 2011, by demographics, January 2011
                                                                                                                  • Figure 79: Next most popular spending priorities for 2011, by demographics, January 2011
                                                                                                                  • Figure 80: Other spending priorities for 2011, by demographics, January 2011

                                                                                                              Companies Covered

                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                              • Alexon Group
                                                                                                              • Alliance Boots UK Retail
                                                                                                              • Amazon.co.uk
                                                                                                              • Argos
                                                                                                              • Asda Group Ltd
                                                                                                              • ASOS (UK retail sales)
                                                                                                              • Aurum
                                                                                                              • Bank of England
                                                                                                              • Birthdays Ltd
                                                                                                              • Blacks Outdoor Retail Ltd
                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                              • Burberry Group Plc
                                                                                                              • Carpetright UK
                                                                                                              • Clas Ohlson UK
                                                                                                              • Clinton Cards Plc
                                                                                                              • Co-operative Group
                                                                                                              • Comet Group Ltd
                                                                                                              • Conran Shop Holdings Ltd.
                                                                                                              • Debenhams Total (GTV)
                                                                                                              • Dixons Retail Plc
                                                                                                              • Dunelm (Soft Furnishings) Ltd
                                                                                                              • Flying Brands Ltd
                                                                                                              • Fortnum & Mason Plc
                                                                                                              • Freeview
                                                                                                              • Games Workshop Group
                                                                                                              • Gap (Other)
                                                                                                              • Goldsmiths Group Plc
                                                                                                              • Halfords Ltd
                                                                                                              • HMV Retail Ltd
                                                                                                              • Homebase Ltd
                                                                                                              • House of Fraser Plc
                                                                                                              • J. Sainsbury
                                                                                                              • Jacques Vert Group Ltd
                                                                                                              • JD Sports Fashion plc
                                                                                                              • JJB Group
                                                                                                              • John Lewis Partnership
                                                                                                              • Kantar Media
                                                                                                              • Lidl (UK)
                                                                                                              • M and M Direct Ltd
                                                                                                              • Majestic Wine Warehouse Ltd
                                                                                                              • Market & Opinion Research International (MORI)
                                                                                                              • Marks & Spencer
                                                                                                              • Matalan Ltd
                                                                                                              • mmO2 plc
                                                                                                              • Mothercare Plc
                                                                                                              • Mulberry Group
                                                                                                              • N Brown Group Plc
                                                                                                              • Nationwide Building Society
                                                                                                              • Netto Foodstores Ltd
                                                                                                              • New Look Group Plc
                                                                                                              • Next Group
                                                                                                              • Nisa
                                                                                                              • Northern Rock plc
                                                                                                              • Ocado
                                                                                                              • Office for National Statistics
                                                                                                              • Orange plc (UK)
                                                                                                              • Primark Stores Ltd
                                                                                                              • Shop Direct Group
                                                                                                              • Signet Group
                                                                                                              • Somerfield
                                                                                                              • Superdrug Stores Plc
                                                                                                              • SuperGroup Plc (Retail)
                                                                                                              • T-Mobile (UK) Ltd
                                                                                                              • Ted Baker
                                                                                                              • Tesco Plc
                                                                                                              • The Carphone Warehouse Ltd
                                                                                                              • The Jessops Group Ltd
                                                                                                              • The Original Factory Shop Ltd
                                                                                                              • The Perfume Shop Ltd
                                                                                                              • Theo Fennell Plc
                                                                                                              • Thorntons Plc
                                                                                                              • Topps Tiles (UK)
                                                                                                              • Virgin Media Ltd
                                                                                                              • Virgin Mobile
                                                                                                              • Vodafone Group Plc (UK)
                                                                                                              • Waitrose
                                                                                                              • Wal-Mart Stores, Inc
                                                                                                              • WH Smith PLC
                                                                                                              • Wm Morrison Supermarkets

                                                                                                              Christmas Shopping 2010 and Planning for 2011 - UK - March 2011

                                                                                                              £1,995.00 (Excl.Tax)