As the holiday season approaches, retailers in the UK are preparing for a unique Christmas shopping period. With ShopperTrak predicting November 28 to be the busiest in-store shopping day after Black Friday, it is clear that discounting will play a significant role in attracting shoppers this festive season.
A recent survey by Sensormatic Solutions revealed that 48% of UK consumers consider price to be the top factor when it comes to their in-store Christmas shopping. This is particularly important as economic uncertainty looms due to the ongoing Covid-19 pandemic and potential Brexit implications. In addition, factors such as product availability (21%) and store cleanliness/hygiene (17%) are also crucial considerations for shoppers.
After November 28, peak shopping days in-store will include December 28, the Monday after Christmas, as well as the last Saturday before Christmas and on Boxing Day. Interestingly, Black Friday itself did not make the list of top shopping days, indicating a shift towards online sales in recent years.
Andy Sumpter, Retail Consultant for Europe, Middle East & Africa at Sensormatic, stressed the continued importance of brick-and-mortar stores during the holiday season. Despite the growth of online shopping, physical stores remain essential for driving sales, retaining customers, and engaging with the brand. With shoppers expected to make fewer but more purposeful trips this year, providing a seamless in-store experience will be crucial for retailer success.
In conclusion, this year’s Christmas shopping season will see safety, value, and convenience taking center stage like never before. Retailers must adapt to evolving consumer behaviors and expectations in order to capitalize on the festive period.
For more information on retail trends and holiday shopping, check out these helpful links: Retail Week and Statista’s Christmas Season in the UK.
