MidBritain & Christmas Shopping
Everybody’s talking about the economic slowdown and rising household bills. Retailers are slashing prices and fighting for consumers. Savvy MidBritons are taking advantage of this and holding out quality goods at the best price.
Some MidBritons are changing their behaviour, with 1 in 12 spending a little bit more on Christmas presents this year. Half are spending the same and of those that are spending less, only 15% are intending to spend significantly less!
If they do cut back it will be on the peripheral things like decorations, presents for workmates and to ensure presents for the family and Christmas dinner are maintained.
- On average MidBritons will spend £384 on presents this year
- 1 in 4 will be spending £500 or more
- Majority have already started their Christmas shopping – men leave it later!
Value for money is key to MidBritons this year:
- 58% will be looking for special deals/offers
- Over half will be looking online to get the best price
- A third will shop around high street stores to get the best prices
And when it comes to where they shop MidBritons will be shopping at stores that offer value for money and competitive prices. Popular place to shop are Tesco, Amazon, Argos, Marks & Spencer and Asda.
Big electrical stores and department stores will miss out unless they promote their deals and show they offer value for money.
MidBritons get their inspiration for Christmas shopping from a number of sources. The most popular are:
- Browsing in store (53%)
- Friends & family (52%)
- Searching the web (45%)
- Christmas catalogues from stores (43%)
- Christmas store catalogues inserted in weekend newspapers (30%)
MidBritons are unlikely to comprise on their family Christmas and will be looking for a variety of gift ideas and products to buy for their family and friends:
- Toys, CDs/DVDs, clothes, books and computer games for the kids/grandkids
- Books, clothes, CDs/DVDs, perfume and health & beauty products for their partner
- Books, health & beauty products, CDs/DVDs, clothes and perfume for their parents
