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Seasonal Lifestyles - UK - July 2013

“Sun-deprived Britons are expected to reward themselves after the harsh winter and spring of 2012-13. The high street and services industry will benefit from the sunnier sentiment, as consumer spending will inevitably rise. Tour operators could also encourage people to be better-prepared for colder weather, such as booking a sun break in advance.”

- Ina Mitskavets, Senior Consumer & Lifestyles Analyst

Some questions answered in this report include:

  • Are there opportunities to widen the scale of ethnic festival celebrations?
  • Does household income play a role in how people mark various occasions?
  • How does warmer weather influence people’s lifestyles?
  • What is the link between weather conditions and spending habits?

In today's Britain, holidays and seasonal occasions are strongly associated with indulgence and special treatment, as nearly six in ten adults tend to indulge themselves during the holidays.

Festive occasions also have strong emotional connotations, and are often the time at which people think back to their childhood memories of family celebrations and of people who are important to them.

Brands that can effectively uncover the emotional connection with various seasonal occasions and anticipate their needs around these holidays could foster year-on-year loyalty.

The abnormally long, cold and rainy winter and spring of 2012/13 have had a profound effect on people’s lifestyles, with a significant minority of adults postponing plans until better weather.

The winter and spring of 2012/13 also saw that the prolonged unseasonable weather conditions may actually encourage a higher than usual spending on the high street, at foodservice (particularly coffee shops) and leisure establishments, as Britons seek to reward themselves for the long period of winter hibernation

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Abbreviations
          • Executive Summary

              • Strong emotional attachment to Christmas
                • Figure 1: Holidays and special occasions people celebrate, May 2013
              • Females are more active at seasonal planning
                • Figure 2: How people celebrate holidays and special occasions, by gender, May 2013
              • Spring-cleaning people’s lifestyle
                • Figure 3: Seasonal changes in people’s lifestyles, May 2013
              • People will reward themselves after a long winter
                • Figure 4: Effect of Winter 2012/13 on people’s lifestyles, May 2013
              • What we think
              • Issues in the Market

                  • Are there opportunities to widen the scale of ethnic festival celebrations?
                    • Does household income play a role in how people mark various occasions?
                      • How does warmer weather influence people’s lifestyles?
                        • What is the link between weather conditions and spending habits?
                        • Trend Application

                            • Trend: Help Me, Help Myself
                              • Trend: Non Standard Society
                                • Mintel Futures: Access Anything Anywhere
                                • Market Drivers

                                  • Key points
                                    • Trends in GDP growth
                                      • Figure 5: UK GDP quarterly percentage change, Q1 2004-Q1 2013
                                    • Trends in consumer confidence
                                      • Figure 6: Trends in the proportion of adults who are confident about their financial situation for the coming year, June 2012-June 2013
                                    • Trends in rainfall by season
                                      • Figure 7: Trends in rainfall in the UK, by season, 2008-13
                                    • Trends in hours of sunshine by season
                                      • Figure 8: Trends in total hours of sunshine in the UK, by season, 2008-13
                                    • Trends in seasonal retail sales
                                      • Figure 9: Value of weekly retail sales (non-seasonally adjusted), Jan 2008-Dec 2012
                                  • Holidays and Special Occasions That People Celebrate

                                    • Key points
                                      • Christmas is nearly universally celebrated
                                        • Figure 10: Holidays and special occasions that people celebrate, May 2013
                                      • New Year is an occasion for the younger and the more outgoing
                                        • Figure 11: Age of adults who celebrate New Year’s, Halloween and Valentine’s Day festivals, May 2013
                                      • New product launches are not seasonally diverse
                                        • Figure 12: Proportion of all UK product launches with seasonal claims, by occasion type, in the 12 months to June 2013
                                        • Figure 13: Halloween-themed UK new product launches over the past 12 months, June 2013
                                      • Affordability determines whether people celebrate Hallmark holidays
                                        • Figure 14: Household income of adults who celebrate Mother’s Day, Father’s Day, and Valentine’s Day, May 2013
                                      • Holidays are family occasions
                                        • Figure 15: Number of holidays and special occasions people celebrate, by presence of children in the household, May 2013
                                    • What People Do to Celebrate Holidays and Special Occasions

                                      • Key points
                                        • Christmas is the most important occasion for gifting
                                          • Figure 16: How people celebrate selected holidays and special occasions, May 2013
                                        • Over four in ten 16-24-year-olds party during New Year’s
                                          • Figure 17: Age and social grade of people who hosted/attended a party or special meal during Christmas or New Year’s Day, May 2013
                                        • Mother’s day is more of an occasion than Father’s day
                                          • Figure 18: How people celebrate selected holidays and special occasions, May 2013
                                        • Women want to look the part for the occasion
                                          • Figure 19: How people celebrate holidays and special occasions (any), by gender, May 2013
                                        • Celebrations becoming the preserve of the wealthy
                                          • Figure 20: Selected ways in which people celebrate holidays and special occasions, by household income, May 2013
                                        • Catering to the traditions of ethnic minorities
                                          • Figure 21: What people do to celebrate Diwali, Hanukkah, and Ramadan - Eid, by age, May 2013
                                      • Activities During Public Holidays

                                        • Key points
                                          • Parents with young children are keener on connecting with family/friends during holidays
                                            • Figure 22: What people do on public holidays, May 2013
                                          • Females prioritise taking care of their homes
                                            • Figure 23: Selected activities that people do on public holidays, by gender, May 2013
                                          • Being plugged into their social life appeals to young adults
                                            • Figure 24: Selected activities that people do on public holidays, by age, May 2013
                                        • Seasonal Changes in People’s Lifestyles

                                          • Key points
                                            • Household care activities peak in the spring/summer months
                                              • Figure 25: Seasonal changes in people’s lifestyles, May 2013
                                            • Better weather – a call to action
                                              • Figure 26: Number of changes in people’s lifestyles during spring/summer and autumn/winter, May 2013
                                            • Warmer weather means more socialising for 16-24-year-olds
                                              • Figure 27: Selected activities people do during spring/summer, by age, May 2013
                                            • Women more likely to change their lifestyle in spring/summer
                                              • Figure 28: Number of seasonal changes in people’s lifestyles during spring/summer, by gender, May 2013
                                            • Spring and summer seasonal product claims more prevalent
                                              • Figure 29: New UK product launches with seasonal claims over the past 12 months, June 2013
                                            • Beauty and personal care launches with seasonal claims dominate
                                              • Figure 30: New UK product launches with seasonal claims over the 12 months to July 2013
                                              • Figure 31: Examples of new UK product launches with seasonal claims over the past 12 months, June 2013
                                          • Effect of Winter 2012/13

                                            • Key points
                                              • Negative sentiment translates into slow sales
                                                • Figure 32: Effect of Winter 2012/13 on people’s lifestyles, May 2013
                                              • Consumer spending will bounce back with warmer weather
                                                • Figure 33: Activities that people are planning to do now that it’s warmer, by effect of Winter 2012/13 on people’s lifestyles, May 2013
                                              • Women will be eager to reward themselves after spending the winter indoors
                                                • Figure 34: Effect of Winter 2012/13 on people’s lifestyles, by gender, May 2013
                                            • Attitudes Towards Holidays and Special Occasions

                                              • Key points
                                                • Shoppers growing weary of marketing around holidays
                                                  • Figure 35: Attitudes towards holidays and special occasions, may 2013
                                                • Evaluating affordability of gifts
                                                  • Figure 36: Attitudes towards holidays and special occasions, by household income, may 2013
                                                • Women are motivated to be healthy in order to stay attractive
                                                • Seasonal Typologies

                                                  • Key points
                                                      • Figure 37: Seasonal typologies, May 2013
                                                    • Seasonal Indulgers (31%)
                                                      • The equivalent of 12.8 million internet users aged 16+
                                                        • Who are they?
                                                          • The Indifferent (24%)
                                                            • The equivalent to 9.9 million internet users aged 16+
                                                              • Who are they?
                                                                • Family Celebrations (24%)
                                                                  • The equivalent to 9.9 million internet users aged 16+
                                                                    • Who are they?
                                                                      • Seasonal Sales Hunters (20%)
                                                                        • The equivalent to 8.3 million internet users aged 16+
                                                                          • Who are they?
                                                                          • Appendix – Demographic Overview

                                                                              • Figure 38: Demographics, May 2013
                                                                              • Figure 39: Demographics, May 2013 (continued)
                                                                              • Figure 40: Demographics, May 2013 (continued)
                                                                              • Figure 41: Demographics, May 2013 (continued)
                                                                              • Figure 42: Demographics, May 2013 (continued)
                                                                              • Figure 43: Demographics, May 2013 (continued)
                                                                              • Figure 44: Demographics, May 2013 (continued)
                                                                              • Figure 45: Demographics, May 2013 (continued)
                                                                          • Appendix – What People Do to Celebrate Holidays and Special Occasions

                                                                              • Figure 46: How people celebrate holidays and special occasions, May 2013
                                                                              • Figure 47: How people celebrate holidays and special occasions, by demographics, May 2013
                                                                            • Christmas
                                                                              • Figure 48: Most popular holidays and special occasions people celebrate - Christmas, and how they celebrate, by demographics, May 2013
                                                                              • Figure 49: Next most popular holidays and special occasions people celebrate - Christmas, and how they celebrate, by demographics, May 2013
                                                                            • Mother’s day
                                                                              • Figure 50: Holidays and special occasions people celebrate - Mother’s day, and how they celebrate, by demographics, May 2013
                                                                            • Easter
                                                                              • Figure 51: Holidays and special occasions people celebrate - Easter, and how they celebrate, by demographics, May 2013
                                                                            • Father’s day
                                                                              • Figure 52: Holidays and special occasions people celebrate - Father’s day, and how they celebrate, by demographics, May 2013
                                                                            • Valentine’s Day
                                                                              • Figure 53: Holidays and special occasions people celebrate - Valentine’s Day, and how they celebrate, by demographics, May 2013
                                                                            • New Year’s
                                                                              • Figure 54: Most popular holidays and special occasions people celebrate - New Year’s, and how they celebrate, by demographics, May 2013
                                                                              • Figure 55: Next most popular holidays and special occasions people celebrate - New Year’s, and how they celebrate, by demographics, May 2013
                                                                            • Halloween
                                                                              • Figure 56: Holidays and special occasions people celebrate - halloween, and how they celebrate, by demographics, May 2013
                                                                            • Diwali
                                                                              • Figure 57: Holidays and special occasions people celebrate - Diwali, and how they celebrate, by demographics, May 2013
                                                                            • Ramadan – Eid
                                                                              • Figure 58: Holidays and special occasions people celebrate - Ramadan—Eid, and how they celebrate, by demographics, May 2013
                                                                            • Hanukkah
                                                                              • Figure 59: Holidays and special occasions people celebrate - Hanukkah, by demographics, May 2013
                                                                            • Celebration of occasions
                                                                              • Figure 60: Ways in which people celebrate occasions amongst those who celebrate them, May 2013
                                                                              • Figure 61: Ways in which people celebrate occasions amongst those who celebrate them, May 2013
                                                                            • Number of occasions celebrated
                                                                              • Figure 62: Number of holidays and special occasions people celebrate, by demographics, May 2013
                                                                          • Appendix – Activities During Public Holidays

                                                                              • Figure 63: Most popular activities during public holidays, by demographics, May 2013
                                                                              • Figure 64: Next most popular activities during public holidays, by demographics, May 2013
                                                                              • Figure 65: Other activities during public holidays, by demographics, May 2013
                                                                          • Appendix – Seasonal Changes in People’s Lifestyles

                                                                              • Figure 66: Seasonal changes in people's lifestyles – A big clear out/deep clean of the house, by demographics, May 2013
                                                                              • Figure 67: Seasonal changes in people's lifestyles – Gardening, by demographics, May 2013
                                                                              • Figure 68: Seasonal changes in people's lifestyles – DIY, by demographics, May 2013
                                                                              • Figure 69: Seasonal changes in people's lifestyles – Update my appearance/wardrobe, by demographics, May 2013
                                                                              • Figure 70: Seasonal changes in people's lifestyles – Go on a diet, by demographics, May 2013
                                                                              • Figure 71: Seasonal changes in people's lifestyles – Travel/go on a holiday, by demographics, May 2013
                                                                              • Figure 72: Seasonal changes in people's lifestyles – Go out to pubs/restaurants, by demographics, May 2013
                                                                              • Figure 73: Seasonal changes in people's lifestyles – Go out to cinema/theatre, by demographics, May 2013
                                                                              • Figure 74: Seasonal changes in people's lifestyles – Go out to sporting events, by demographics, May 2013
                                                                              • Figure 75: Seasonal changes in people's lifestyles – Go out to concerts, by demographics, May 2013
                                                                              • Figure 76: Seasonal changes in people's lifestyles – Exercise/get fit, by demographics, May 2013
                                                                              • Figure 77: Seasonal changes in people's lifestyles – Watch TV, by demographics, May 2013
                                                                              • Figure 78: Repertoire of spring/summer seasonal changes in people's lifestyles, by demographics, May 2013
                                                                              • Figure 79: Repertoire of autumn/winter seasonal changes in people's lifestyles, by demographics, May 2013
                                                                              • Figure 80: Repertoire of spring/summer seasonal changes in people's lifestyles, by demographics, May 2013
                                                                              • Figure 81: Repertoire of autumn/winter seasonal changes in people's lifestyles, by demographics, May 2013
                                                                          • Appendix – Effect of Winter 2012/13

                                                                              • Figure 82: Effect of winter 2012/13 – The winter made, by demographics, May 2013
                                                                              • Figure 83: Effect of winter 2012/13 – Now that it’s warmer I will..., by demographics, May 2013
                                                                              • Figure 84: Effect of winter 2012/13, by repertoire of effect of winter 2012/13, May 2013
                                                                              • Figure 85: Effect of winter 2012/13, by repertoire of effect of warmer weather 2012/13, May 2013
                                                                          • Appendix – Attitudes Towards Holidays and Special Occasions

                                                                              • Figure 86: Agreement with the statements ‘Seasonal occasions have become too commercialised’ and ‘Shops start putting out seasonal merchandise too early’, by demographics, May 2013
                                                                              • Figure 87: Agreement with the statements ‘I like to show appreciation of my loved ones throughout the year – Not just during holidays/special occasions’ and ‘Holidays are a great opportunity to catch up with my family/friends’, by demographics, May 2013
                                                                              • Figure 88: Agreement with the statements ‘It’s a time to relax’ and ‘It’s a time to show my appreciation for the people I love’, by demographics, May 2013
                                                                              • Figure 89: Agreement with the statements ‘I enjoy buying special treats for my family around the holidays’ and ‘I tend to indulge myself during the holidays’, by demographics, May 2013
                                                                              • Figure 90: Agreement with the statements ‘Spending holidays with family can be stressful’ and ‘There are better programmes to watch on TV during holidays’, by demographics, May 2013
                                                                              • Figure 91: Agreement with the statement ‘I tend to eat healthier food after indulging during holidays’, by demographics, May 2013
                                                                          • Appendix – Seasonal Typologies

                                                                              • Figure 92: Target groups, by demographics, May 2013
                                                                              • Figure 93: Attitudes towards holidays and special occasions, by target group, May 2013
                                                                              • Figure 94: Holidays and special occasions people celebrate, by target group, May 2013
                                                                              • Figure 95: Activities during public holidays, by target group, May 2013
                                                                              • Figure 96: Seasonal changes in people's lifestyles, by target group, May 2013
                                                                              • Figure 97: Effect of winter 2012/13, by target group, May 2013

                                                                          Companies Covered

                                                                          • Hallmark
                                                                          • HJ Heinz Company UK
                                                                          • Thorntons Plc
                                                                          • Waitrose

                                                                          Seasonal Lifestyles - UK - July 2013

                                                                          £1,995.00 (Excl.Tax)