Savvy shoppers and wise buys: What to expect from Christmas 2013
13th Dec 2013
Photo credit: SAS
Spending will rise, pets will get more money spent on them than work colleagues and most of us, at the end of the day, just want to be given money! Here’s Christmas 2013 as SAS sees it.
Novelty ties. Who knew the smart-casual sedgeway to humour faced such derision at Christmas. But according to SAS’s Christmas 2013 Market Prospects, Trends and Winning Strategies report, it’s the least-desired item under the tree. Across the board, Christmas 2013 looks to be a season of savvy shopping and wise buys for consumers. The UK is set to spend up to £518 million more this Christmas than last year, with an emphasis on consumer electrical gifts such as smartphones and tablets taking the focus away from previous festive favourites such as physical DVDs and CDs.
Consumers are expected to shop around for their purchases this year-whether they’re using bricks and mortar stores to showroom items they know are cheaper online, or turning to the best Click and Collect offers for added convenience during the hectic Christmas holidays. As with previous years, retailers that are able to be flexible, reliable and on the ball with social media trends (such as Hashtagging and utilising Pinterest) are likely to appeal to customers now spoilt for choice on price and delivery. Enabling mobile payments and a fully-functional m-commerce platform is finally set to live up to the hype of previous years, as customers increasingly expect to be able to shop, or at least browse a retailer’s website whilst on the move.
While a slow recovery in the economy does seem to be in the works, UK consumers are still feeling the pinch and will be cutting back on the non-essentials, such as Christmas decorations and presents for work colleagues, in favour of spending on family members and more durable festive items, such as fairy lights or a reusable Christmas tree.
Tech-savvy and price conscious, retailers will have to work extra hard this year to persuade shoppers to part with their cash, as even some of the nation’s biggest players, such as Tesco and Asda, will be forced to fight-off competition from relatively young upstarts like Lidl and Aldi. By offering upmarket Christmas ranges at fiercely competitive prices, the German discounters have positioned themselves to compete for the ABC1 customers, many of which, in previous years would have chosen one of the Big Four, Tesco, Asda, Morrisons or Sainsbury’s, to complete their shop.
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