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Seasonal Shopping (Spring/Summer) - UK - October 2019

“Despite tough comparative figures, consumer spending on the spring/summer events continued to increase in 2019 driven largely by gift purchases for Easter, Mother’s and Father’s Day. The need for more personalised gifts continues to drive the gifting market for the spring/summer events and together with the rising popularity of leisure activities retailers have ample opportunities to diversify gift offerings and focus on in-store experiences that bring families together.”

- Emily Viberg, Retail Analyst

This report will look at the following areas:

  • How could retailers move away from gendered marketing for Mother’s Day and Father’s Day gifts?
  • How could retailers capture last minute gift purchases for Mother’s Day and Father’s Day?
  • How can retailers increase in-store spending during spring/summer events?

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Table of contents

  1. Overview

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

          • The market
            • Gift spending during spring/summer events estimated to be worth £3.2 billion
              • Figure 1: Estimated consumer gift spending on the spring/summer retail events in 2019
            • Consumer confidence is strong despite Brexit uncertainties
              • Figure 2: Consumer financial confidence, January 2017-May 2019
            • Retail sales hit £379.6 billion in 2018
              • Figure 3: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by season, 2018
            • Companies and brands
              • Advertising spend declines 2.9% compared to 2017
                • Figure 4: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by month, 2018
              • Advertising Standards Authority bans ‘harmful’ stereotypes in adverts
                • The consumer
                  • Easter most purchased-for event in 2019
                    • Figure 5: Gift purchasing for the spring/summer events in 2019, May-July 2019
                  • In-store purchases of gifts still dominate over online gift purchasing
                    • Figure 6: How consumers shopped for gifts for the spring/summer events in 2019, May-July 2019
                  • Consumers choose to celebrate seasonal events with food and drink
                    • Figure 7: Activity participation for Easter, Mother’s Day and Father’s Day in 2019, May-July 2019
                  • Mother’s and Father’s Day is a time to spend with family
                    • Figure 8: Mother’s Day and Father’s Day attitudes, May-July 2019
                  • What we think
                  • Issues and Insights

                    • How could retailers move away from gendered marketing for Mother’s Day and Father’s Day gifts?
                      • The facts
                        • The implications
                          • Change the marketing message to one celebrating diversity and family, not gender stereotypes
                            • How could retailers capture last minute gift purchases for Mother’s Day and Father’s Day?
                              • The facts
                                • The implications
                                  • The convenience of customisation and personalisation of gifts in-store
                                    • Help guide consumers choice
                                      • How can retailers increase in-store spending during spring/summer events?
                                        • The facts
                                          • The implications
                                            • In-store experiences
                                            • The Market – What You Need to Know

                                              • Consumer gift spending during spring/summer events worth £3.2 billion
                                                • Food for the home captures the most spending during spring/summer events
                                                  • Consumer confidence is strong despite persisting Brexit uncertainties
                                                    • Annual spending on retail sales reached £379.6 billion in 2018
                                                      • Late falling Easter sees April generate the biggest percentage growth year on year in 2019
                                                      • Market Size and Segmentation

                                                        • Consumer gift spending during spring/summer events worth £3.2 billion
                                                          • Figure 9: Estimated consumer gift spending on the spring/summer retail events in 2019
                                                        • Food for the home captures the most spending during spring/summer events
                                                          • Figure 10: Estimated breakdown of consumer spending on gifts and other products for the spring/summer retail events, 2019
                                                      • Market Drivers

                                                        • Population
                                                          • Figure 11: Trends in the age structure of the UK population, 2019-29
                                                          • Figure 12: Breakdown of trends in the age structure of the UK population, 2019-29
                                                        • Real wage growth and inflation
                                                          • Figure 13: Real wage growth-Average weekly earnings vs inflation, 2016-19
                                                        • Consumer confidence holding up despite Brexit uncertainties
                                                          • Figure 14: Consumer financial confidence, January 2017-August2019
                                                      • Retail Sales Across The Year

                                                        • Autumn largest for seasonal shopping
                                                          • Figure 15: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by season, 2018
                                                        • Retail sales continue to grow in November
                                                          • Figure 16: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2017-2019
                                                        • Grocery sales are high for seasonal events
                                                          • Figure 17: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2017-19
                                                        • Late falling Easter sees April have the biggest percentage growth year on year in 2019
                                                          • Figure 18: Annual percentage change in all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2017-19
                                                        • April sees clothing and footwear peak
                                                          • Figure 19: Annual Percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2019
                                                        • Spring/summer months in focus
                                                          • Figure 20: Value of retail sales (excluding fuel) at current prices, non-seasonally adjusted, by spring/summer months, 2017-19
                                                      • Online Retail Sales Across the Year

                                                        • Autumn season continues to hold the highest share of online retail sales
                                                          • Figure 21: Value of all online retail sales at current prices, non-seasonally adjusted, by season, 2018
                                                        • Christmas drives online sales in late 2018
                                                          • Figure 22: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2018-19
                                                        • More online sales are pulled from December into November
                                                          • Figure 23: Online retail sales as a percentage of all retail sales, by month, 2017-19
                                                          • Figure 24: Online retail sales as a percentage of all retail sales, by category, by month, 2017-19
                                                        • Spring/Summer months in focus
                                                          • Figure 25: Value of online retail sales at current prices, non-seasonally adjusted, by spring/summer months, 2017-19
                                                      • Companies and Brands – What You Need to Know

                                                        • Advertising spend edges up 1.2% compared to last year
                                                          • Advertising Standards Authority bans ‘harmful’ stereotypes in adverts
                                                            • Consumers look for more sustainable and healthier ways to celebrate seasonal events
                                                              • Department stores focus on in-store experiences during spring/summer events
                                                                • The hunt for personalised Mother’s Day and Father’s Day continues
                                                                • Launch Activity and Innovations

                                                                  • Reimagining the seasonal events
                                                                    • Figure 26: M&S Yoga Bunny, 2019
                                                                    • Figure 27: Morrison’s unicorn and llama themed Mother’s Day flowers, 2019
                                                                  • Challenging tradition
                                                                    • The hunt for ethical consumption
                                                                        • Figure 28: Hotel Chocolat’s A Dozen Quails Eggs box, 2019
                                                                      • Plant based Easter
                                                                        • In-store experiences to entice shoppers
                                                                          • Giving Mother’s and Father’s Day gifts that much needed personal sentiment
                                                                          • Advertising Spend Across the Year

                                                                            • Advertising spend edges up 1.2% compared to last year
                                                                              • Figure 29: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by month, 2018
                                                                              • Figure 30: Annual percentage change in total above-the line, online display and direct mail advertising expenditure by all retailers, by month, 2018
                                                                            • Retailers continue to spend the most in November
                                                                              • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, monthly as a % of total spending,2018
                                                                            • TV continues to be the channel of choice for advertisers
                                                                              • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, 2018
                                                                              • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, 2014-18
                                                                            • Spring/Summer months in focus
                                                                              • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months, 2017-19
                                                                              • Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months (March-August), by media type, 2015-19
                                                                            • Advertising Standards Authority bans ‘harmful’ stereotypes in adverts
                                                                              • Nielsen Ad Intel coverage
                                                                              • The Consumer – What You Need to Know

                                                                                • Easter most purchased for spring/summer event in 2019
                                                                                  • In-store purchases of gifts still dominate over online gift purchasing
                                                                                    • Consumers choose to celebrate seasonal events with food and drink
                                                                                      • Traditional chocolate Easter eggs need more variety
                                                                                        • Opportunities for supermarkets to capture last-minute gift purchases
                                                                                          • Mother’s and Father’s Day is a time to spend with family
                                                                                          • Who Buys for Spring/Summer Events and What They Buy

                                                                                            • Easter is the most purchased for spring/summer event
                                                                                              • Figure 36: Gift purchasing for the spring/summer events in 2019, May-July 2019
                                                                                            • Just over a half of consumers will buy chocolate as a gift for Easter
                                                                                              • Figure 37: Gift purchasing for the spring/summer events in 2019, by product category, May-July 2019
                                                                                            • Gift purchasing is highest amongst 16-34 year olds
                                                                                              • Figure 38: Gift purchasing for the spring/summer events in 2019, by age, May-July 2019
                                                                                            • Socio-economic gap narrows for gift purchasing
                                                                                              • Figure 39: Gift purchasing for the spring/summer events in 2019, by socio-economic status, May-July 2019
                                                                                            • Most consumers buy one type of gift
                                                                                              • Figure 40: Repertoire of products purchased for the spring/summer events in 2019, May-July 2019
                                                                                          • How They Buy Gifts and Where They Shop

                                                                                            • In-store drives gift purchases for the spring/summer events
                                                                                              • Figure 41: How consumers shopped for gifts for the spring/summer events in 2019, May-July 2019
                                                                                            • Father’s Day sees the highest online purchases for gifts
                                                                                              • Figure 42: How consumers shopped for gifts for father’s Day gifts in 2019, by GENDER, July 2019
                                                                                            • Supermarkets are the go-to place for gift purchasing
                                                                                              • Figure 43: Where consumers shopped for gifts for the spring/summer events in 2019, May-July 2019
                                                                                            • Department stores see a rise in gift buying for Easter and Father’s Day
                                                                                                • Figure 44: Gift purchasing for the spring/summer events at department stores, by gender, May-July 2019
                                                                                              • Most will use one type of retailer to buy gifts
                                                                                                • Figure 45: Consumers who bought a gift from 1 or more types of retailer for the spring/summer events in 2019, May-July 2019
                                                                                            • How Much They Spend on Gifts for Seasonal Events

                                                                                              • Consumers spent the most on Easter gifts in 2019
                                                                                                • Figure 46: Average amount spent on gifts for the spring/summer events in 2019, May-July 2019
                                                                                              • For Mother’s Day and Easter gifts males spend on average more
                                                                                                • Figure 47: Average amount spent on gifts for the spring/summer events in 2019, by gender, May-July 2019
                                                                                              • Father’s buy Mother’s Day gifts on behalf of their children
                                                                                                • Figure 48: Average amount spent on gifts for Mother’s Day in 2019, by resident parent, May-July 2019
                                                                                            • Who They Buy Gifts For on Mother’s and Father’s Day

                                                                                              • Mother’s Day gift purchasing is driven by female consumers
                                                                                                • Figure 49: Consumers who bought gifts for Mother’s Day in 2019, by relation, May 2019
                                                                                              • Father’s Day gift purchasing driven by older generation
                                                                                                • Figure 50: Consumers who bought gifts for Father’s Day in 2019, by relation, July 2019
                                                                                            • Easter Activities and Attitudes

                                                                                              • Food-based activities the most popular way to celebrate Easter
                                                                                                • Figure 51: Activity participation for Easter in 2019, May 2019
                                                                                              • Shopping the most popular leisure-based activity
                                                                                                • Figure 52: Consumers who went shopping for Easter in 2019, by generation, May 2019
                                                                                              • Attitudes towards Easter
                                                                                                  • Figure 53: Easter attitudes, May 2019
                                                                                              • Types of Easter Eggs and Where They Are Bought

                                                                                                • Branded Easter eggs are the most popular
                                                                                                  • Figure 54: Chocolate gift purchasing for Easter in 2019, by type, May 2019
                                                                                                • Tesco is the top supermarket for chocolate gifts
                                                                                                  • Figure 55: Chocolate gift purchasing for Easter in 2019, by retailer, May 2019
                                                                                                • Attitudes towards the current variety and offering of the Easter egg
                                                                                                  • Figure 56: Easter shopping attitudes, May 2019
                                                                                              • Mother’s Day and Father’s Day Activities

                                                                                                • A home cooked lunch/dinner is the most popular activity
                                                                                                  • Figure 57: Activity participation for Mother’s Day and Father’s Day in 2019, May-July 2019
                                                                                                • Going shopping is a popular leisure-activity to celebrate Mother’s Day
                                                                                                  • Figure 58: Consumers who went shopping for Mother's Day in 2019, by age of children, May 2019
                                                                                                • Mother’s and Father’s Day is a time for spending with the family
                                                                                                  • Figure 59: Mother’s Day and Father’s Day attitudes, May-July 2019
                                                                                              • Mother’s Day and Father’s Day Attitudes

                                                                                                • Interest in gifting with a personal sentiment
                                                                                                  • Figure 60: Mother’s Day and father’s Day shopping attitudes, May-July 2019
                                                                                                • More pressure for Mother’s Day gift buying compared to Father’s Day
                                                                                                  • Figure 61: Agreement with the statement “There is a lot of pressure to buy the right gift for Mother’s/Father’s Day”, by generation, May-July 2019
                                                                                                • Last minute shopping for Father’s Day gifts and nearly half rely on retailers’ suggestions
                                                                                                  • Figure 62: Father’s Day shopping behaviours, July 2019
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                  • Abbreviations
                                                                                                    • Consumer research methodology

                                                                                                    Seasonal Shopping (Spring/Summer) - UK - October 2019

                                                                                                    £2,195.00 (Excl.Tax)