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Seasonal Shopping (Spring/Summer) - UK - October 2015

“The Spring and Summer months take a smaller percentage of retail sales than Autumn and Winter but include a number of important events for retailers. Easter is the most important of these, particularly for food retailers as much of the £530 million spent on products goes on food and drink products such as Easter eggs."
– Nick Carroll, Retail Analyst

This report looks at the following areas:

  • Tapping into the anti-Valentine’s Day feeling
  • Growing Father’s Day
  • Which came first – the promotion or the egg?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Figure 1: Estimated Spring/Summer seasonal events market size (Inc. VAT), 2015
          • Market size breakdown
            • Figure 2: Estimated breakdown in retail sales of products purchased especially for Spring/Summer events, 2015
          • Retail sales across the year
            • Figure 3: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2013-14
          • Online retail sales across the year
            • Figure 4: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2013-14
          • The consumer
            • Easter the most purchased for event
              • Figure 5: Purchasing of products and services, by event, August 2015
            • Products bought
              • Figure 6: Products and services purchased in 2015, by event, august 2015
            • Impulse or planned purchasing?
              • Figure 7: Planned or impulse purchasing, by event, August 2015
            • How much do they spend?
              • Figure 8: Average amount spent on gift products for Spring/Summer events in 2015, August 2015
            • Majority feel Valentine’s Day is too commercial
              • Figure 9: Attitudes towards Spring/Summer events, August 2015
            • Consumers prefer to complete leisure activities than go shopping on bank holidays
              • Figure 10: Activities completed on the Spring 2015 bank holidays, August 2015
            • What we think
            • Issues and Insights

              • Tapping into the anti-Valentine’s Day feeling
                • The facts
                  • The implications
                    • Growing Father’s Day
                      • The facts
                        • The implications
                          • Which came first – the promotion or the egg?
                            • The facts
                              • The implications
                              • The Market – What You Need To Know

                                • Easter the largest of the Spring/Summer events
                                  • Valentine’s Day worth £460 million in 2015
                                    • Mother’s Day some 34% larger than Father’s Day
                                      • Spring/Summer months account for under half of all retail sales in 2014
                                        • The effect of Easter
                                          • Online sales throughout the year
                                          • Market Size

                                              • Figure 11: Estimated Spring/Summer seasonal events market size (Inc. VAT), 2015
                                            • Confectionery a big part of Easter
                                                • Figure 12: Estimated breakdown in retail sales of products purchased especially for Spring/Summer events, 2015
                                                • Figure 13: Estimated breakdown in retail sales of products purchased especially for Spring/Summer events (Inc. VAT), 2015
                                            • Advertising Spend Across the Year

                                              • Lead-up to Christmas draws the lion’s share of advertising revenue
                                                • Figure 14: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, 2014
                                                • Figure 15: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, monthly as a % of total spending, 2014
                                                • Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, 2014
                                              • Spring/Summer advertising
                                                • Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months, 2012-15
                                                • Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring (Mar-May), 2012-15
                                                • Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the summer (Jun-Aug), 2012-15
                                              • Supermarket spending on Easter 2015
                                                • Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on Easter products by selected leading supermarket retailers, 2012-15
                                              • A note on advertising expenditure data
                                              • Retail Sales across the Year

                                                  • Figure 21: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by season, 2014
                                                  • Figure 22: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2013-14
                                                  • Figure 23: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2013-14
                                                  • Figure 24: Annual percentage change in all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2013-14
                                                • Spring and Summer in focus
                                                  • Figure 25: Value of retail sales (excl. fuel) at current prices, non-seasonally adjusted, by Spring/Summer months, 2012-15
                                                  • Figure 26: Annual percentage change in all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2015
                                                  • Figure 27: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2015
                                              • Online Retail Sales across the Year

                                                  • Figure 28: Value of all online retail sales at current prices, non-seasonally adjusted, by season, 2014
                                                  • Figure 29: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2013-14
                                                  • Figure 30: Online retail sales as a percentage of all retail sales, monthly, 2013-14
                                                  • Figure 31: Online retail sales as a percentage of all retail sales, by category, monthly, 2013-14
                                                • Spring and Summer focus
                                                  • Figure 32: Value of online retail sales at current prices, non-seasonally adjusted, by Spring/Summer months, 2012-15
                                                  • Figure 33: Annual percentage change in all online retail sales at current prices, non-seasonally adjusted, by month, 2015
                                              • Launch Activity and Innovation

                                                • Make it personal
                                                  • A light-hearted approach
                                                    • Figure 34: IKEA Singapore’s Valentine’s Day advertisement, 2015
                                                  • A fun way to search
                                                    • A holistic approach
                                                      • Gift edits
                                                        • Spoil yourself
                                                          • Presidential gifts
                                                          • The Consumer – What You Need to Know

                                                            • Easter the most purchased for event
                                                              • Greeting cards the most popular gift purchase
                                                                • A majority of gift purchases are planned
                                                                  • Supermarkets the go-to retailers for Easter
                                                                    • Valentine’s Day shows the highest average spend
                                                                      • Three out of four think that Valentine’s Day is too commercialised
                                                                        • Leisure activities are more popular on the Spring bank holidays than shopping
                                                                        • Spring/Summer Events: Who Buys What?

                                                                          • Easter the most purchased for event
                                                                            • Figure 35: Purchasing of products and services, by event, August 2015
                                                                          • More people buy gifts for Easter
                                                                            • Figure 36: Type of products/services purchased, by event, August 2015
                                                                          • Females most likely to purchase gifts
                                                                            • Figure 37: Any gift purchasing for events in 2015, by age, August 2015
                                                                            • Figure 38: Any gift purchasing for events in 2015, by age and gender, August 2015
                                                                          • Type of gift products purchased for events in 2015
                                                                            • Figure 39: Gift products purchased, by event, august 2015
                                                                          • Other products and services purchased for events
                                                                            • Figure 40: Other products and services purchased for Spring/Summer events in 2015, August 2015
                                                                          • Repertoire of gift buying
                                                                            • Figure 41: Repertoire of gift products purchased for events in 2015, August 2015
                                                                        • Gift Purchasing – Impulse or Planned?

                                                                          • A majority of purchases are planned
                                                                            • Figure 42: Planned or impulse purchasing, by event, August 2015
                                                                          • Who buys on impulse and who plans?
                                                                            • Figure 43: Planned or impulse purchasing, by gender, August 2015
                                                                            • Figure 44: Age demographics of consumers who purchased gifts on impulse for Spring/Summer events in 2015, August 2015
                                                                            • Figure 45: Age demographics of consumers who planned their gift purchases for Spring/Summer events in 2015, August 2015
                                                                          • Which products are more likely to be purchased on impulse?
                                                                            • Figure 46: Consumers who purchased on impulse, by products purchased for Spring/Summer events in 2015
                                                                            • Figure 47: Consumers who planned purchases, by products purchased for events in 2015
                                                                        • Gift Purchasing – Where Do They Buy?

                                                                          • Supermarkets leading the way for Easter
                                                                            • Figure 48: Retailers used to buy gift products from for Spring/Summer events in 2015, August 2015
                                                                          • Where they shop for Valentine’s Day
                                                                            • Figure 49: Retailers used to purchase gifts for Valentine’s Day 2015, August 2015
                                                                            • Figure 50: Profile of consumers who have purchased valentine’s Day gifts in 2015, by retailers shopped at, August 2015
                                                                            • Figure 51: Retailers used to purchase gifts for Valentine’s Day 2015, by products purchased for Valentine’s Day, August 2015
                                                                          • Retailers used to purchase gifts for Mother’s and Father’s Day
                                                                            • Figure 52: Retailers used to purchase gifts for Mother’s and Father’s Day 2015, August 2015
                                                                            • Figure 53: Profile of consumers who have purchased Mother’s Day gifts in 2015, by retailers shopped at, August 2015
                                                                            • Figure 54: Retailers used to purchase gifts for Mother’s Day 2015, by products purchased for Mother’s Day, August 2015
                                                                            • Figure 55: Profile of consumers who have purchased Father’s Day gifts in 2015, by retailers shopped at, August 2015
                                                                            • Figure 56: Retailers used to purchase gifts for Father’s Day 2015, by products purchased for Father’s Day, August 2015
                                                                          • Retailers used to purchase gifts for Easter
                                                                            • Figure 57: Retailers used to purchase gifts for Easter 2015, August 2015
                                                                            • Figure 58: Profile of consumers who have purchased Easter gifts in 2015 by retailers shopped at, August 2015
                                                                            • Figure 59: Retailers used to purchase gifts for Father’s Day 2015, by products purchased for Father’s Day, August 2015
                                                                          • Repertoire of stores used to buy gifts
                                                                            • Figure 60: Repertoire of retailers used to purchase gifts for Spring/Summer events in 2015, August 2015
                                                                        • Gift Purchasing – How Much Do They Spend?

                                                                          • On average more spent on gifts for Valentine’s Day
                                                                            • Figure 61: Average amount spent on gift products for Spring/Summer events in 2015, August 2015
                                                                          • Clear gender difference in the amount spent
                                                                            • Figure 62: Average amount spent on gift products for Spring/Summer events in 2015, by gender, August 2015
                                                                          • 25 to 34-year-olds likely to spend the most
                                                                            • Figure 63: Average amount spent on gift products for Spring/Summer events in 2015, by age group, August 2015
                                                                          • Londoners spend far more than the rest of the UK
                                                                            • Figure 64: Average amount spent on gift products for Spring/Summer events in 2015, by region, August 2015
                                                                          • Presence of children increases spending
                                                                            • Figure 65: Average amount spent on gift products for Spring/Summer events in 2015, by guardianship of children, August 2015
                                                                            • Figure 66: Average amount spent on gift products for Spring/Summer events in 2015, by guardianship of child by age, August 2015
                                                                        • Attitudes towards Spring/Summer Events

                                                                          • Attitudes towards Valentine’s Day: Too commercial
                                                                            • Figure 67: Consumer attitudes towards Valentine’s Day, August 2015
                                                                          • Married consumers more likely to see Valentine’s Day as too commercial
                                                                            • Figure 68: Consumer agreement with the statement ‘Valentine’s Day has become too commercialised’, by marital status, August 2015
                                                                          • Younger consumers want retailers to provide ideas
                                                                            • Figure 69: Consumer agreement with the statement ‘I like retailers to provide gift ideas for Valentine’s Day’, August 2015
                                                                          • Attitudes towards Mother’s and Father’s Day
                                                                            • Figure 70: Consumer attitudes towards Mother’s and Father’s Day, August 2015
                                                                          • Younger consumers look to experiences as gifts
                                                                            • Figure 71: Consumer agreement with the statement ‘I like the idea of buying experiences as presents for Mother’s/Father’s Day’, by age, August 2015
                                                                          • Most buy Easter eggs on promotion
                                                                            • Figure 72: Consumer attitudes towards Easter, August 2015
                                                                          • Urban dwellers more likely to make time for shopping during Easter
                                                                            • Figure 73: Consumer agreement with the statement ‘I make time to go shopping during the Easter period’, by location lived in, August 2015
                                                                        • Spring Bank Holiday Behaviour

                                                                          • More consumers engage in leisure activities than shopping
                                                                            • Figure 74: Activities completed on the Spring 2015 bank holidays, August 2015
                                                                          • Detailed activities completed
                                                                            • Figure 75: Detailed breakdown of activities completed on the Spring bank holidays 2015, August 2015
                                                                          • Parents more likely to engage in activities on bank holidays
                                                                            • Figure 76: Activities completed on the Spring 2015 Bank Holidays, by parental status, August 2015
                                                                          • Younger consumers far more likely to go shopping on bank holidays
                                                                            • Figure 77: Shopping activities completed on Spring 2015 bank holidays, by age, August 2015
                                                                            • Figure 78: Shopping activities completed on Spring 2015 bank holidays, by age and gender, August 2015
                                                                          • Those living in urban areas also more likely to shop on bank holidays
                                                                            • Figure 79: Shopping activities completed on Spring 2015 bank holidays, by area lived in, August 2015
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Market sizes
                                                                              • VAT
                                                                                • Abbreviations

                                                                                Companies Covered

                                                                                To learn more about the companies covered in this report please contact us.

                                                                                Seasonal Shopping (Spring/Summer) - UK - October 2015

                                                                                £2,195.00 (Excl.Tax)