This year, British shoppers are turning to iconic brands for their Christmas shopping, while shoppers from around the world are looking to the UK for festive gifts. A recent survey conducted by Rakuten Marketing of 5,000 individuals across Europe, the Middle East, Africa, and Asia-Pacific has shown that UK brands are highly desired by consumers globally. In fact, 45% of respondents outside of the UK expressed their intention to make purchases from British retailers during the upcoming holiday season.
The survey also revealed that a significant two-thirds of shoppers are open to purchasing gifts from overseas this Christmas, with UK brands ranking as the top choice for shoppers from countries such as Germany, Singapore, and Australia. Particularly in the luxury sector, brands like Hugo Boss, Chanel, and Gucci are gaining traction among European and Asia-Pacific consumers, with 64% considering luxury gifts for their loved ones this season.
As UK retailers face increasing challenges, targeting international shoppers could prove to be a lucrative strategy for maximizing sales opportunities during the holidays. Despite cautious consumer behavior within the UK, Britons are expected to be generous gift-givers compared to other European shoppers. A notable 15% of UK consumers plan to purchase gifts for more than 11 people, highlighting the festive spirit and giving nature of the British during this time of year.
More interestingly, while online shopping continues to rise, consumers still show a preference for purchasing from well-known physical store names in addition to online retailers. Brands like M&S, Boots, Debenhams, and John Lewis are leading choices for holiday shopping in the UK. In terms of fashion gifting, M&S, Nike, and Adidas are top brands in Britain, followed closely by River Island, Topshop, and Zara.
Despite the growing popularity of events like Black Friday and Cyber Week, many UK consumers still prefer traditional Christmas shopping or wait for end-of-year sales. Discounts and promotions remain important factors for shoppers, though attitudes towards sales vary globally. While 41% of Britons are not heavily influenced by discounts, in countries like China, 98% of shoppers are swayed by sales and promotions.
Ultimately, the holiday season presents a golden opportunity for retailers to attract both local and international shoppers, with UK brands capturing attention worldwide. Consumers are embracing a blend of traditional and modern shopping habits during this festive period, creating a unique and exciting retail landscape.
For more information on holiday shopping trends, check out Retail Gazette and Mintel.
