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Christmas Spending Habits - Ireland - February 2018

“Irish consumers spent more during Christmas 2017 compared with Christmas 2016, showing strong gift purchasing and a high level of favouritism for branded goods when shopping for Christmas groceries.”

- Brian O’Connor, Senior Consumer Analyst

This Report examines Irish consumers shopping habits in relation to Christmas 2017, including:

  • The amount spent on gifts and types of gifts consumers bought in 2017
  • How consumers shopped for gifts and food for Christmas (online vs in-store)
  • Consumer preferences when buying grocery items – own-label vs branded.

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Retail sales index (value and volume) for December all items (excluding automotive), RoI, 2013-17
            • Figure 2: Indexed retail sales for Q4, NI, 2013-17
          • Market factors
            • NI consumers more likely to feel worse off in 2017
              • Brexit dampening spending intentions
                • Black Friday sales shifting more Christmas spending to November
                  • Savings, not credit preferred for funding Christmas purchases
                    • The consumer
                      • Average spending on gifts reaches £459 in NI and €448 in RoI during Christmas 2017
                        • Figure 3: How much consumers spent on Christmas gifts for Christmas 2017, NI and RoI, January 2018
                        • Figure 4: Consumer gift spending compared to Christmas 2016, NI and RoI, January 2017
                      • Clothing and footwear the top Christmas present in 2017
                        • Figure 5: Types of gifts bought for Christmas 2017, NI and RoI, January 2018
                      • In-store the preferred channel for Christmas food shopping
                        • Figure 6: Types of channels used to buy food and gifts for Christmas 2017, NI and RoI, January 2018
                      • Branded drinks hold strong appeal to consumers during Christmas
                        • Figure 7: Consumer preferences when buying food for Christmas 2017, NI and RoI, January 2018
                      • What we think
                      • The Market – What You Need to Know

                        • Christmas retail sales in RoI expected to grow in 2017
                          • Savings the main source of funding Christmas purchases
                            • Black Friday could see Christmas spending happening earlier
                              • RoI consumers seeing finances improve
                              • Christmas Retail Performance

                                  • Increase in value and volume of sales in Christmas 2017 for RoI
                                    • Figure 8: Retail sales index (value and volume) for December all items (excluding automotive), RoI, 2013-17
                                  • Furniture and lighting stores see strong December performance
                                    • Figure 9: Retail sales index (value and volume) for December, by selected categories, RoI, 2013-17
                                    • Figure 10: Consumer prices index for food and non-alcoholic beverages, RoI, 2013-17
                                  • Clothing sector benefitting from being key gift item
                                    • NI expected to have seen retail sales growth in Q4 2017
                                      • Figure 11: Indexed retail sales for Q4, NI, 2013-17
                                    • Discounters had good Christmas
                                      • Tesco sees record UK Christmas sales
                                      • Market Drivers

                                        • NI consumers felt worse off in 2017, impacting Christmas sales growth
                                          • Figure 12: How consumers describe their finances compared to a year ago, NI and RoI, September 2017
                                          • Figure 13: Consumer price index, all items, UK/NI, January 2015-October 2017
                                          • Figure 14: Consumer price index, all items, RoI, January 2015-October 2017
                                        • Impact of Brexit could spell trouble for future Christmas celebrations
                                          • Figure 15: What effect consumers think Brexit will have on the economy, NI and RoI, September 2017
                                        • Black Friday/Cyber Monday sales impacting overall Christmas retailing
                                          • Funding Christmas most likely to be done with savings, rather than credit
                                            • Figure 16: Agreement with the statement ‘I borrowed money to buy Christmas presents (ie from a bank, from a family member or friend)’, NI and RoI, January 2017
                                          • Christmas/birthday among top five reasons for saving
                                            • Figure 17: Top five reasons for saving by consumers, NI and RoI, October 2017
                                          • Four in 10 think Christmas gifts should be personal
                                            • Figure 18: Agreement with the statement ‘I think that gifts should be personal’, NI and RoI, January 2017
                                        • Who’s Innovating?

                                          • Amazon creates another sales event during Christmas to ensure a good performance
                                            • Fat Face declined to discount, revenue boosted as a result
                                              • Premium own-label investment pays off for food retailers
                                                • Packaging analysis shows plastic led the way but is decreasing in usage
                                                  • Figure 19: Packaging analysis, by material type, of food and drink products launched by major supermarkets, UK and Ireland, Q4 2017
                                                  • Figure 20: Claim category analysis of new food and drink products launched by major supermarkets, UK and Ireland, Q4 2017
                                              • The Consumer – What You Need to Know

                                                • Consumers spent £459 in NI and €448 in RoI during Christmas 2017
                                                  • Fashion items the most popular type of Christmas gift
                                                    • Irish consumers show strong preference for buying food for Christmas in-store
                                                      • Consumers opting for branded food and drink at Christmas
                                                      • Spending on Christmas Gifts

                                                          • Irish consumer spent on average £300-499/€300-499 on gifts
                                                            • Figure 21: How much consumers spent on Christmas gifts for Christmas 2017, NI and RoI, January 2018
                                                          • Younger consumers spending at the lower end
                                                            • Figure 22: Consumers who spent £100-199/€100-199 on Christmas gifts for Christmas 2017, by age, NI and RoI, January 2018
                                                          • A quarter of consumers spent more this year than on Christmas 2016
                                                            • Figure 23: Consumer gift spending compared to Christmas 2016, NI and RoI, January 2018
                                                            • Figure 24: Consumers who claim to have spent more on Christmas gifts in 2017 compared to 2016, by age group, NI and RoI, January 2018
                                                          • Irish women more likely to have cut back on spending in 2017
                                                            • Figure 25: Consumers who claim to have spent less on Christmas gifts in 2017 compared to 2016, by gender, NI and RoI, January 2018
                                                        • Types of Christmas Gifts Bought

                                                            • Two thirds bought clothing as a gift in 2017
                                                              • Figure 26: Types of gifts bought for Christmas 2017, NI and RoI, January 2018
                                                            • Clothing is the top gift among women
                                                              • Figure 27: Consumers who bought clothing/footwear as a gift, by gender, NI and RoI, January 2018
                                                            • Gift vouchers/money second most common gift in RoI
                                                              • Figure 28: Consumers who gave gift vouchers/money as a gift, by age group, NI and RoI, January 2018
                                                            • NI consumers more likely to offer beauty/cosmetics as gifts
                                                              • Figure 29: Consumers who bought beauty giftsets or perfume/aftershave/cosmetics as a gift, by age group, NI and RoI, January 2018
                                                              • Figure 30: Agreement with selected statements relating to beauty products, NI and RoI, November 2017
                                                            • Women more likely to be responsible for buying toys and games
                                                              • Figure 31: Consumers who bought toys and games, by gender and age of children, NI and RoI, January 2018
                                                          • Channel Used to Purchase Gifts and Food

                                                              • In-store preferred channel for food
                                                                • Figure 32: Types of channels used to buy food and gifts for Christmas 2017, NI and RoI, January 2018
                                                              • Delivery charges and concerns about freshness hampering online food/grocery usage at Christmas
                                                                • Figure 33: Consumers who bought food in-store for Christmas 2017, by age group, NI and RoI, January 2018
                                                              • NI preferred buying gifts online, RoI in-store
                                                                • Figure 34: Consumers who bought gifts in-store vs online for home delivery for Christmas 2017, by age group, NI and RoI, January 2018
                                                            • Own-Brand vs Branded Christmas Food Preferences

                                                                • Strong preference for branded alcohol
                                                                  • Figure 35: Consumer preferences when buying food for Christmas 2017, NI and RoI, January 2018
                                                                • Branded wine/spirits preference highest among mature consumers in RoI, Millennials in NI
                                                                  • Figure 36: Consumer who preferred branded wines/spirits for Christmas 2017, NI and RoI, January 2018
                                                                • Festive packaging benefitting branded sweets, confectionary, biscuits, etc
                                                                  • Figure 37: Consumers who preferred branded sweets, biscuits and confectionary for Christmas 2017, by gender, NI and RoI, January 2018
                                                                • NI consumers more likely to show no preference for bread products at Christmas
                                                                  • Figure 38: Consumer preferences when buying bread and baked goods for Christmas 2017, NI and RoI, January 2018
                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                • Data sources
                                                                  • Market size rationale
                                                                    • Generational cohort definitions
                                                                      • Abbreviations

                                                                      Christmas Spending Habits - Ireland - February 2018

                                                                      US $1,478.58 (Excl.Tax)