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Christmas Shopping Habits - UK - February 2013

“Christmas 2012 could have been a lot worse, but consumer confidence picked up through the year and that was enough for consumers to spend more this year than last, in spite of a very demanding comparative from 2011. With a modest recovery in the economy in 2013 and continuing improvement in confidence, we expect to see further growth in retail sales through the year and, crucially, next Christmas as well.”

– Richard Perks, Director of Retail Research

This report looks in more detail at:

  • What people spent money on
  • How much they spent
  • How retailers performed
  • What the prospects are for 2013
  • What the lessons and prospects are for Christmas 2013

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Table of contents

  1. Introduction

      • Financial definitions
        • Abbreviations
        • Executive Summary

            • Solid demand over Christmas
              • Figure 1: Retail sales value and volume growth, 2008-12
              • Figure 2: How consumers feel about the state of their finances, 2009-13
              • Figure 3: The income squeeze, 2008-12
            • Online growing strongly
              • Figure 4: Online sales by retail sector, 2012
            • Multi-channel retailers outperform online
              • Figure 5: Leading retailers online sales growth, Christmas 2012
            • Leading retailers over Christmas
              • The consumer – what they bought
                • The consumer – improving confidence
                  • Figure 6: Christmas spending vs previous years, 2007-12
                  • Figure 7: Attitudes to Christmas present buying, 2011, 2012
                • Consumers buying online
                  • Figure 8: Consumers who bought gifts online, Christmas 2007-12
                  • Figure 9: Usage of online devices for Christmas gift shopping, 2012
                  • Figure 10: Where consumers bought from online, Christmas 2012
                • What we think
                • Issues in the Market

                    • What do the successes have in common?
                      • And what about the food retailers?
                        • Do the failures have anything in common?
                          • Is this the end of retail failures?
                            • All those major businesses in administration – is this the beginning of the end of the high street?
                              • What are the prospects for 2013?
                                • And what are the lessons for Christmas 2013?
                                • Trend Application

                                    • Trend: Slow it all down
                                      • Trend: Sense of the Intense
                                        • 2015 trend: Access Anything Anywhere
                                        • The Market – Christmas 2012

                                          • Key points
                                            • Christmas 2012
                                              • Demanding comparative
                                                • Consumer confidence
                                                  • Figure 11: How consumers feel about the state of their finances, 2009-13
                                                  • Figure 12: How consumers feel about their financial prospects, 2009-13
                                                • Retail sales
                                                  • Figure 13: Retail sales value and volume growth 2008-12
                                                • Income squeeze
                                                  • Figure 14: The income squeeze, 2008-12
                                                • 2013 and beyond
                                                  • Inflation
                                                    • Consumer attitudes
                                                      • Figure 15: Food buying habits, Mar 2012- Dec 2012
                                                  • The Market – Online

                                                    • Key findings
                                                      • Online sales
                                                        • Online sales are also weighted to Christmas
                                                          • Figure 16: Online share of monthly retail sales, 2007-12
                                                        • Online sales – store-based retailers lead the way
                                                          • Figure 17: Online sales by retail sector, 2012
                                                        • Online share of sales varies by sector
                                                          • Figure 18: Online share of sales by broad retail sector, 2012
                                                          • Figure 19: Online share of retail sales by sector, 2012 and Dec 2012
                                                        • Retailers’ online sales over Christmas
                                                          • Figure 20: Leading retailers’ online sales growth, Christmas 2012
                                                        • Multichannel the way forward
                                                        • The Consumer – Gifts Bought at Christmas

                                                          • Key points
                                                              • Figure 21: Items bought as gifts, Christmas 2012, January 2013
                                                              • Figure 22: Numbers of people buying particular gifts, Christmas 2010-12
                                                              • Figure 23: Average age of purchasers of particular gifts, Christmas 2012
                                                            • The consumer – how much did people spend?
                                                                • Figure 24: Amounts spent on Christmas presents, January 2013
                                                              • Total amount spent per category
                                                                  • Figure 25: Index of total amount spent by category, Christmas 2011, 2012
                                                                • Where next?
                                                                • The Consumer – Evidence of Improving Consumer Confidence

                                                                  • Key points
                                                                      • Figure 26: Christmas spending vs previous years, 2007-12
                                                                      • Figure 27: Profile of people who spent more or less over Christmas 2012
                                                                    • Consumer – Attitudes to gift buying
                                                                        • Figure 28: Attitudes to gift buying, January 2013
                                                                        • Figure 29: Attitudes to Christmas present buying, 2011, 2012
                                                                        • Figure 30: Profile of consumers with particular attitudes, Christmas 2012
                                                                    • The Consumer – Christmas Buying Online

                                                                      • Key points
                                                                          • Figure 31: Online shopping activities, January 2013
                                                                        • Online buyers
                                                                            • Figure 32: Consumers who bought gifts online, Christmas 2007-12
                                                                            • Figure 33: Usage of online devices for Christmas gift shopping, 2012
                                                                          • Mobile devices and shopping
                                                                            • Figure 34: Those who researched one retailer using another’s WiFi, Christmas 2012
                                                                          • Mobiles and prices
                                                                            • Where consumers shopped
                                                                                • Figure 35: Where consumers bought from online, Christmas 2012
                                                                              • Where people shopped – consumer comments
                                                                              • The Consumer – Shopping for Christmas Food

                                                                                • Key points
                                                                                    • Figure 36: Attitudes to buying food for Christmas, January 2013
                                                                                    • Figure 37: Profile of those that changed their shopping habits, Christmas 2012
                                                                                • The Retailers – Performance over Christmas

                                                                                  • Key points
                                                                                    • Overview
                                                                                      • Figure 38: Sector performance, Year-on-year growth, Dec 2011 and Dec 2012
                                                                                    • Retail failures
                                                                                      • Clothing retailers
                                                                                        • Winners
                                                                                          • Losers
                                                                                            • Figure 39: Clothing retailers: Christmas trading performance, 2012
                                                                                          • Department stores
                                                                                            • Figure 40: Department stores: Christmas trading performance, 2012
                                                                                          • Food retailers
                                                                                            • Winners
                                                                                              • Losers
                                                                                                • Figure 41: Food retailers: Christmas trading performance, 2012
                                                                                              • Other retailers
                                                                                                  • Figure 42: Miscellaneous non-food retailers: Christmas trading performance, 2012
                                                                                              • Appendix – The Consumer – Gifts Bought at Christmas

                                                                                                  • Figure 43: Most popular items bought as gifts, by demographics, Christmas 2012, January 2013
                                                                                                  • Figure 44: Next most popular items bought as gifts, by demographics, Christmas 2012, January 2013
                                                                                                  • Figure 45: Other items bought as gifts, by demographics, Christmas 2012, January 2013
                                                                                                  • Figure 46: Least popular items bought as gifts, by demographics, Christmas 2012, January 2013
                                                                                                  • Figure 47: Average amounts spent on Christmas presents, by demographics, January 3012
                                                                                                  • Figure 48: Next average amounts spent on Christmas presents, by demographics, January 3012
                                                                                                  • Figure 49: Other average amounts spent on Christmas presents, by demographics, January 3012
                                                                                              • Appendix – The Consumer – Evidence of Improving Consumer Confidence

                                                                                                  • Figure 50: Christmas spending vs previous years, by demographics, January 2013
                                                                                                  • Figure 51: Most popular attitudes to gift buying, by demographics, January 2013
                                                                                                  • Figure 52: Next most popular attitudes to gift buying by demographics, January 2013
                                                                                              • Appendix – The Consumer – Christmas Buying Online

                                                                                                  • Figure 53: Online shopping activities – Looked for gift ideas, by demographics, January 2013
                                                                                                  • Figure 54: Online shopping activities – Bought from a retailer that only trades online, by demographics, January 2013
                                                                                                  • Figure 55: Online shopping activities – Compared prices, by demographics, January 2013
                                                                                                  • Figure 56: Online shopping activities – Bought a few gifts, by demographics, January 2013
                                                                                                  • Figure 57: Online shopping activities – Bought most gifts, by demographics, January 2013
                                                                                                  • Figure 58: Online shopping activities – Bought from an auction site, by demographics, January 2013
                                                                                                  • Figure 59: Online shopping activities – Obtained and used vouchers, by demographics, January 2013
                                                                                                  • Figure 60: Online shopping activities – Bought from a store’s website, by demographics, January 2013
                                                                                                  • Figure 61: Online shopping activities – Ordered for click & collect, Researched a shop using another shop’s WiFi, by demographics, January 2013
                                                                                                  • Figure 62: Online shopping activities – None of these, by demographics, January 2013
                                                                                              • Appendix – The Consumer – Shopping for Christmas Food

                                                                                                  • Figure 63: Most popular attitudes to buying food for Christmas by demographics, January 2013
                                                                                                  • Figure 64: Next most popular attitudes to buying food for Christmas by demographics, January 2013

                                                                                              Christmas Shopping Habits - UK - February 2013

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