In a survey of 2,500 adults, Zenith revealed that 53% of Christmas shoppers from the UK purchased clothing last year.
Zenith said you can also expect toys and games to arrive under your Christmas tree, as 44% of respondents said they purchased those forms of entertainment for their loved ones. And if your nose smells something pleasantly unusual, don’t be surprised: 43% of shoppers picked out fragrances.
The earlier, the better it seemed: 37% of those surveyed bought their first gift six weeks before Christmas. However, shopping for presents peaked at about two weeks before the holiday. As far as where British consumers shopped, about 25% revealed that they check out a brand’s website before going shopping, but 62% of purchases actually happened in-store.
Women took charge of the holiday shopping: they bought one-third more gifts than their male counterparts.
Of the findings, Zenith strategy director Tim Payne said: “This research gives us good insight into what British consumers search for when it comes to gifting at Christmas and how spending differs between categories. It’s key for brands to look at the relationship between online and offline to really understand the consumer journey. For example, it’s interesting to see how many consumers look at a website before buying clothes, with two thirds of purchases ultimately being made in-store. It’s really about finding the right balance between in-store presence complimented by an enticing online offering.”
The sand's getting light in the holiday hourglass — Christmas is fast approaching. If you've had an "oh shit" moment, no worries: at least one good last-minute gifting option exists.