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1、UK shopper trends reportEssential insight for the Q4 trading periodIntroductionThe data in this report comes from a nationally representative survey of 1,000 working age UK consumers,conducted on the Attest platform during September 2023.View the survey.SampleWith its washout weather,the Q3 trading
2、period was lacklustre for many UK retailers.The Confederation of British Industry revealed that August retail sales fell at their quickest pace in over two years and branded it a“summer that retailers would rather forget”.But whats on the cards for Q4?Will the next quarter present a dramatic turnaro
3、und?We wanted to explore the outlook for two big upcoming events that are crucial in retail:Black Friday and Christmas.Using data from 2022,weve been able to benchmark changes in planned spending,what people intend to buy and where they will shop.Thankfully,the report contains plenty of good news fo
4、r brands and retailers,alongside insight that will really help you make the most of the trading period.So dont delay;put this data to work today!Jeremy King CEO&Founder,AttestPart 1:Black FridayBlack Friday spending is up The country might still be in the midst of a cost of living crisis but consume
5、r confidence is on the up.People are most likely to say they will spend between 101-200 this Black Friday(21.4%),whereas last year the most popular spending bracket was just 50-100(20.2%).Whats more,we see a+5.5 percentage point increase in those planning to spend 201-300(to 12.8%).London will be th
6、e highest spending region(15.0%will spend more than 300),while West Midlands will spend the least(4.5%).Only 16.1%of UK consumers dont plan to participate this Black Friday so be sure to cash in by creating some tempting offers.Planned Black Friday spendingTip50 20222022202320232023202310
7、1 200201 300301 40020.2%19.4%18.0%21.4%7.3%12.8%7.4%11.5%Black Friday returns to its tech rootsBlack Friday has long been associated with great deals on tech but last year consumers were more focused on finding clothing bargains.In 2023,tech products are back in demand,with a massive+19.8 percentage
8、 point increase in the number of shoppers seeking them out(to 47.9%).In fact,demand for all categories is significantly up this year.Shoppers are much more decisive this Black Friday:only 19%dont know what they want to buy yet versus 34.8%last year.Survey your customers now to get more intel!TipTop
9、Black Friday purchasesTechnologyClothingBeauty productsHome goods28.1%47.9%32.4%45.9%20.3%31.0%18.9%28.8%20222023202220232022202320222023Its back to the shops for Black Friday 23It looks like retailers are finally shaking off the legacy of COVID,with consumers returning to stores in their droves.Las
10、t year,63.3%of Black Friday shoppers said they would shop exclusively online.But in 2023,we see a+21 percentage point uptick in the number of Brits planning to do at least some Black Friday shopping in stores(to 57.4%).Gen Z are least likely to shop exclusively online this Black Friday(26.8%),and wi
11、ll therefore be looking for in-store experiences.TipWhere consumers will shop on Black Friday2022 20232022 20232022 2023Exclusively onlineOnline and in storeExclusively in store42.2%63.3%26.3%51.4%10.5%6.4%Gen Z shoppers over-index for strongly agreeing Black Friday is the best day to bag a bargain(
12、23.6%)making them a prime demographic to target.Tip“Black Friday is the best day to buy heavily discounted products”Positive sentiment about Black Friday is on the riseConsumer organisation Which?released a study showing that 98%of Black Friday deals werent worth buying yet consumer perception of Bl
13、ack Friday has jumped skyward!Today,57.8%of Brits agree that Black Friday is the best day of the year to buy heavily discounted products,in comparison to the 49.3%who agreed last year.202220232022202320222023AgreeDisagreeNeither agree or disagree49.3%57.8%30.5%31.2%20.2%11.0%Gen Z is the only demogr
14、aphic more interested in treating themselves than buying Christmas gifts for others.Bear this in mind when crafting your messaging.TipReasons for Black Friday purchasesChristmas presents are on the Black Friday shopping listBlack Friday plays a major role in kicking off the Christmas shopping period
15、.Our data shows that nearly 75%of shoppers are on the lookout for Christmas gifts.Meanwhile,30.8%are thinking about finding someone a bargain birthday present.But shopping plans for the day are far from entirely altruistic,with almost 60%of Brits also wanting to treat themselves.ChristmaspresentTrea
16、t for selfBirthdaypresent74.9%59.6%30.8%Next year,consider running some“better than Black Friday”promotions in Q3 to help stimulate sales over the summer.Tip“I put off purchases until Black Friday”Black Friday may cannibalise salesDoes Black Friday create additional sales or simply condense them int
17、o a smaller time frame?Nearly half of UK shoppers say they delay making purchases in the run up to Black Friday,which indicates that the event may“steal”sales from the summer trading period.AgreeDisagreeNeither agree or disagree49.6%30.2%20.3%Part 2:Christmas shoppingChristmas spending receives a bo
18、ostWhile the average Brit will spend around 200-250 on presents this Christmas(the same as last year),the data indicates there will be a bit more cash to splash.The tipping point can be seen at the 400 mark:in 2022,34.5%of consumers planned to spend 400 or more but in 2023,that figure increases to 4
19、0.1%.Women plan to spend more than men,with 24.3%saying they will spend at least 600 versus 17.2%of men.Londoners will spend the least on Christmas presents:only 9.0%will spend 600+compared to 40.0%in the highest spending region,the North East.Planned spending on Christmas giftsTipUp to 501002003004
20、00500600+2022202320222023202220232022202320222023202220232022202310.1%8.2%18.4%16.3%22.5%22.3%12.3%10.9%7.1%7.9%9.6%11.4%17.8%20.8%Christmas shoppers will buy fewer giftsAlthough consumers will spend a little more on gifts this Christmas,theyll actually be buying for fewer people.Brits will buy fewe
21、r presents across all recipients except for one themselves!Just over 22%will treat themselves this Christmas,versus 16.4%last year.Millennials and Gen Z are especially likely to buy Christmas gifts for themselves.Most likely to be crossed off the Christmas list are parents:theres been a-5.5 percenta
22、ge point decline in people planning to buy for them(although they remain the biggest group to receive presents).If consumers are buying for fewer people this Christmas(but spending more)they may be buying higher value gifts.TipWho consumers will buy Christmas gifts forParent/s64.4%58.9%2022202320222
23、02320222023202220232022202320222023202220232223Kid/sSignificant otherSiblingsFriendsExtendedfamilyMyselfWork colleagues59.3%56.5%53.6%50.9%46.6%43.0%37.2%37.2%32.9%30.6%16.4%22.4%11.4%10.7%Tech and travel more popular this ChristmasElectrical items are more likely to be gifted this Christmas:we see
24、a+6.2 percentage point increase in shoppers planning to give tech/appliances(to 35.1%).Travel/entertainment gifts have also grown in popularity(up+5.3 percentage points to 17.1%).Meanwhile,the top five gifting categories remain the same as last year,topped by clothing/shoes.However,drilling down int
25、o the demographics reveals that Boomers are most likely to gift food/drink(49.1%),while Gen Z plan to primarily give jewellery(50.3%).Gen Z over-index for planning to buy gift cards this Christmas:45.8%say theyll give one.TipTop Christmas giftsClothingBeauty/groomingToys/gamesFood/drinkGift cards202
26、220232022202320222023202220232022202356.1%54.5%51.2%48.4%48.2%44.7%46.2%42.1%38.2%38.4%Christmas shopping will start earlier this year The Christmas shopping season looks set to kick off early this year,with a+12.2 percentage point increase in Brits planning to start in October(to 27.0%).But Novembe
27、r remains the most popular month,when a third of consumers will commence Christmas shopping.Fewer people will be leaving purchasing until the last minute,with just 5.7%waiting until the second week of December or later(versus 10.4%in 2022).However,the stereotype about men being less organised when i
28、t comes to festive shopping seems to be true:25.8%will wait until December to start versus 12.5%of women.Millennials and Gen X will start Christmas shopping before their older and younger counterparts(5 in 10 by October)so dont delay festive campaigns.TipWhen consumers start Christmas shoppingPrior
29、to SeptemberSeptemberOctoberNovemberFirst week of DecemberSecond week of DecemberThird week of DecemberChristmas Eve202220238.4%10.0%2022202310.7%10.7%2022202320222023202220232022202314.8%27.0%33.4%33.2%22.3%13.3%7.3%3.4%2.6%2.0%0.5%0.3%Boomers show the most commitment to shopping in store this Chri
30、stmas(25.2%).Consider running festive events to help get them through the door.TipWhere consumers will shop for Christmas giftsChristmas shopping spread across online and in store Despite the rush to the shops predicted for Black Friday,Christmas shopping will take place more evenly across online an
31、d in store with the High Street taking a small knock.Last year,21.4%of shoppers favoured stores,while only 16.0%do this year.On the other hand,around 32.0%favour online shopping for Christmas gifts(the same as last year)Millennials especially plan to shop mostly or only online(38.8%).But the majorit
32、y of people plan to shop equal amounts online and in store(51.7%).Only online2.8%Only online3.9%Mostly online28.4%Even split between online and in store51.7%Mostly in store12.0%Only in store4.0%Mostly online29.7%Even split between online and in store46.1%Only in store6.3%Mostly in store15.1%20222023
33、In conclusionThese survey results point to a vibrant trading period in Q4.Spending will be up on last year,with a significant uplift for Black Friday possibly on the cards and both online retailers and the High Street should feel the benefit.One exciting theme to emerge is the surge in Brits wanting
34、 to treat themselves suggesting a positive shift in consumer confidence(were not solely focused on essential purchases anymore).Whats more,people are already thinking about Christmas,meaning marketing efforts can go into full swing.The only factor to bear in mind is the difference in shopper behavio
35、ur between the regions.London in particular shows an interesting variation,with Londoners planning to go-large for Black Friday but cut back for Christmas something thats worth further exploration!Want to understand what the upcoming trading period has in store for your brand?Get the insights you need