Tribes Christmas Consumer Survey 2016

Tribes Research 31st January 2017
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Normality still present at Christmas, a new consumer research study finds.
Christmas Consumer Survey 2016
View full Christmas consumer survey 2016 infographic

With political events engulfing our lives in the latter months of 2016, it is encouraging to see Christmas habits are as routine as usual. The idea behind the Tribes Research Christmas survey was to produce findings surrounding people’s thoughts on their Christmas spending habits, as well as their thoughts and prospects on the New Year.

Almost half the population (47%) started their Christmas shopping before November, suggesting retailers might be quite right to introduce their festive lines as early as they do. The main reason to start their shopping so early is the desire ‘to get organised’ (69%). When asked what influenced their early spending, in store promotions (67%) rose above other marketing practices with email marketing (53%) and online advertising (50%) following closely behind.

A small rise in the number of online shoppers is to be expected this Christmas. The net increase is expected at 6%, where the surge will be across all age groups and genders. Convenience (76%) tops the list for reasons to shop online at Christmas, with reasons such as ‘spur of the moment’ (13%) and ‘don’t have time to go in store’ (18%) being less frequent amongst the UK population.

Christmas spending overall is likely to be similar to last year, as will be spending on gifts and food, indicating they make up the bulk of our Christmas budgets. As might be expected, expenditure on decorations is predicted to be lower than the previous year, as the research suggests that households may opt to recycle their decorations this year round.

The Christmas shopping survey was conducted by Tribes Research, selecting a random sample through its own proprietary online research community, Tribe Village. The survey was completed by 629 UK residents between 10-22 November 2016. The survey sample was balanced by gender, age group and region.

Results of the Tribes Research New Year survey can be found here.