Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The Market
- Consumers spend £7.3 billion celebrating seasonal events
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- Figure 1: Estimated consumer spending on the spring/summer retail events, by type of spending, 2018
- Retail sales grow throughout 2018
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- Figure 2: Annual percentage change in all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2016-18
- The effect of The Royal Wedding and FIFA World Cup
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- Figure 3: Value of retail sales (excluding fuel) at current prices, non-seasonally adjusted, by spring/summer months, 2016-18
- Online accounts for greater proportion of retail sales
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- Figure 4: Online retail sales as a percentage of all retail sales, by month, 2016-18
- Companies and Brands
- Advertising spend decreased 0.7%
- Emotive messages promoting inclusivity
- The Consumer
- Easter most purchased-for event in 2018
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- Figure 5: Consumers that bought or spent money on gifts and activities for the spring/summer events in 2018, February-June 2018
- Spending on gifts highest amongst Valentine’s shoppers
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- Figure 6: Average amount spent on gifts and activities for the spring/summer events in 2018, February-June 2018
- Most still shop in-store for gifts
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- Figure 7: How consumers shopped for gifts for the spring/summer events in 2018, February-June 2018
- Consumer are willing to shop around
- Retail sales boosted by Royal Wedding hype
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- Figure 8: Attitudes towards The Royal Wedding in 2018, May 2018
- World Cup Fever hits the UK
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- Figure 9: What consumers did during the FIFA World Cup in 2018, July 2018
- What we think
Issues and Insights
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- Can retailers drive spring/summer sales with more focus on experiences?
- The facts
- The implications
- Could retailers do more to boost Father’s Day engagement?
- The facts
- The implications
- The Royal Wedding
- Could retailers do more to attract shoppers interested in special events such as The Royal Wedding?
- The facts
- The implications
The Market – What You Need to Know
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- Spending on the annual spring/summer events reaches £7.3 billion
- Consumer confidence dips at the end of spring/summer 2018
- Spring/summer months account for 46% of all retail sales
- Retail sales continue to grow in 2018
Market Size and Segmentation
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- Spring/summer events worth over £4.0 billion to UK retailers
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- Figure 10: Estimated consumer spending on the spring/summer seasonal retail events, 2018
- Spending on leisure activities reaches £3.25 billion in 2018
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- Figure 11: Estimated consumer spending on the spring/summer retail events, by type of spending, 2018
- Dining in drives spending on products
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- Figure 12: Estimated breakdown of consumer spending on gifts and other products for the spring/summer retail events, 2018
- Consumers spend most on leisure activities for Easter
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- Figure 13: Estimated breakdown of consumer spending on leisure activities for the spring/summer retail events, 2018
Market Drivers
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- An aging population shaping the market
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- Figure 14: Trends in the age structure of the UK population, 2017-27
- Figure 15: Breakdown of trends in the age structure of the UK population, 2017-27
- Real wage growth outpaces inflation
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- Figure 16: Real wage growth – Average weekly earnings vs inflation, January 2015-June 2018
- Consumer confidence dips at the end of spring/summer 2018
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- Figure 17: Consumer financial confidence, January 2016-August 2018
- Going out for a meal more popular than an indulgent evening in
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- Figure 18: Trends in what extra money is spent on, August 2018
- Increase in m-commerce
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- Figure 19: Trend data: devices used to shop online, April 2017 and April 2018
- The gender pay gap slowly declines
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- Figure 20: Median gross hourly earnings (excluding overtime) for full-time employees by sex, UK, 2011-17
- Lone mother families drive spending
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- Figure 21: Lone mother families compared to lone father families, 2015-17
Retail Sales Across The Year
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- Autumn largest season for retailers
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- Figure 22: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by season, 2017
- Retail sales continue to grow in November
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- Figure 23: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2016-18
- Food sales fall after early Easter
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- Figure 24: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2016-18
- Retail sales continue to grow in 2018
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- Figure 25: Annual percentage change in all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2016-18
- Clothing and footwear boosted by hot weather
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- Figure 26: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2018
- Spring/summer months in focus
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- Figure 27: Value of retail sales (excluding fuel) at current prices, non-seasonally adjusted, by spring/summer months, 2016-18
Online Retail Sales Across the Year
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- Autumn season continues to hold highest share of online retail sales
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- Figure 28: Value of all online retail sales at current prices, non-seasonally adjusted, by season, 2017
- Christmas drives online sales in late 2017
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- Figure 29: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2017-18
- Online accounts for biggest share of all retail in November
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- Figure 30: Online retail sales as a percentage of all retail sales, by month, 2016-18
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- Figure 31: Online retail sales as a percentage of all retail sales, by category, by month, 2016-18
- Spring/summer months show consistent growth
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- Figure 32: Value of online retail sales at current prices, non-seasonally adjusted, by spring/summer months, 2016-18
Companies and Brands – What You Need to Know
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- Advertising spend down 0.7% spring/summer 2018
- Emotive messages placed at the centre of campaigns
- Opportunity for retailers to challenge gender stereotypes
- Royal Wedding and World Cup boost fashion industry
Launch Activity and Innovation
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- Peter Rabbit takes the spotlight for Easter 2018
- Retailers utilise the power of social media
- Emotive messages placed at the heart of seasonal campaigns
- Product marketing remains gender focussed
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- Figure 33: Lush Father’s Day Bath Bomb, 2018
- The Gareth Southgate effect
- Nigeria win most stylish World Cup team
- A Royal Wedding frenzy
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- Figure 34: Boohoo high neck split front maxi dress, 2018
- Figure 35: Morrisons Royal Wedding Cake, 2018
Advertising Spend Across the Year
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- Figure 36: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by month, 2017
- Figure 37: Annual percentage change in total above-the line, online display and direct mail advertising expenditure by all retailers, by month, 2017
- November continues to be the biggest month for advertising expenditure
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- Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, monthly as a % of total spending, 2017
- Press marketing continues to decline
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- Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, 2017
- Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, 2013-17
- Spring/summer in focus
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- Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months, 2016-18
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- Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months (March-August), by media type, 2014-18
- Supermarket spending around Easter
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- Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on Easter products by selected leading supermarket retailers, 2014-18
- Nielsen Ad Intel coverage
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The Consumer – What You Need to Know
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- Easter over-took Mother’s Day as most purchased for retail event
- Young most likely to spend on celebratory activities
- Men are still spending considerably more on Valentine’s Day gifts
- Valentine’s Day activity spending highest amongst 16-34-year-old males
- In-store purchasing of gifts is most popular for Easter
- Valentine’s Day shoppers most impulsive
- Young males influenced by the Royal Wedding
- Opportunities for sports retailers to offer more female-targeted product
What Gifts They Buy
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- Technical note
- Easter is the most purchased for spring/summer event
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- Figure 44: Gift purchasing for the spring/summer events in 2018, February-June 2018
- One in two buy chocolate as a gift for Easter
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- Figure 45: Gift purchasing for the spring/summer events in 2018, by product category, February-June 2018
- Men more likely to buy gifts for Valentine’s Day
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- Figure 46: Gift purchasing for the spring/summer events in 2018, by gender, February-June 2018
- Mother’s Day purchasing peaks amongst 16-34-year-olds
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- Figure 47: Gift purchasing for the spring/summer events in 2018, by age, February-June 2018
- Affluent most likely to purchase gifts for seasonal retail events
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- Figure 48: Gift purchasing for the spring/summer events in 2018, socio-economic status, February-June 2018
- Most buy one type of gift
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- Figure 49: Repertoire of products purchased for the spring/summer events in 2018, February-June 2018
What Activities They Do
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- Over a third spent on leisure activities to celebrate Easter
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- Figure 50: Consumers that bought or spent money on activities for the spring/summer events in 2018, February-June 2018
- Dining in and out most popular activities
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- Figure 51: Activity spending for the spring/summer events in 2018, February-June 2018
- Staycations popular for Easter
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- Figure 52: Consumers that spent money on a trip/night away for Easter 2018, by where they went, April 2018
- Men do more activities for Mother’s Day
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- Figure 53: Consumers that bought or spent money on activities for the spring/summer events in 2018, by gender, February-June 2018
- Young most engaged with seasonal events
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- Figure 54: Consumers that bought or spent money on activities for the spring/summer events in 2018, by age, February-June 2018
- Young prefer to dine out for Valentine’s Day
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- Figure 55: Consumers that bought or spent money on activities for the spring/summer events in 2018, by age and what they did, February-June 2018
- Most do one activity for seasonal events
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- Figure 56: Repertoire of what activities consumers bought or spent money on for the spring/summer events in 2018, February-June 2018
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- Figure 57: Repertoire of what activities consumers bought or spent money on for Easter in 2018, April 2018
What They Spend on Gifts
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- Consumers spent the most on Valentine’s Day gifts
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- Figure 58: Average amount spent on gifts for the spring/summer events in 2018, February-June 2018
- Men spent more on gifts across the board
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- Figure 59: Average amount spent on gifts for the spring/summer events in 2018, by gender, February -June 2018
- Young consumers spend more on Valentine’s Day and Mother’s Day
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- Figure 60: Average amount spent on gifts for the spring/summer events in 2018, by age, February-June 2018
- Affluent spend considerably more
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- Figure 61: Average amount spent on gifts for the spring/summer events in 2018, by socio-economic status, February-June 2018
What They Spend on Activities
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- Consumers spend more on Easter activities
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- Figure 62: Average amount spent on activities for the spring/summer events in 2018, February-June 2018
- Men spend considerably more than women
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- Figure 63: Average amount spent on activities for the spring/summer events in 2018, by gender, February-June 2018
- Valentine’s Day spending peaks amongst 16-34s
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- Figure 64: Average amount spent on activities for the spring/summer events in 2018, by age, February-June 2018
Where They Shop for Gifts
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- Less consumers shop online for Easter gifts
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- Figure 65: How consumers shopped for gifts for the spring/summer events in 2018, February-June 2018
- Supermarkets popular amongst gift shoppers
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- Figure 66: Where consumers shopped for gifts for the spring/summer events in 2018, February-June 2018
- Most shop at one retailer
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- Figure 67: Repertoire of products purchased for seasonal events in 2018, by demographics, February-June 2018
Attitudes towards the Spring/Summer Events
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- High-levels of impulse purchasing for Valentine’s Day
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- Figure 68: Valentine’s Day shopping behaviours, February 2018
- Mother’s Day consumers shop at the last minute
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- Figure 69: Mother’s Day shopping behaviours, March 2018
- Easter shoppers feel the least pressured
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- Figure 70: Easter shopping behaviours, February 2018
- Social media provides gift inspiration for Father’s Day
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- Figure 71: Father’s Day shopping behaviours, June 2018
The Royal Wedding
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- A third intended to watch The Royal Wedding
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- Figure 72: Consumers that planned to watch The Royal Wedding in 2018, May 2018
- Most planned to watch at home
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- Figure 73: Where consumers planned to watch The Royal Wedding in 2018, by age, May 2018
- The FA Cup Final was a distraction
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- Figure 74: What consumers planned to do on the day of The Royal Wedding in 2018, by gender, May 2018
- A boost to British patriotism
- Retailers capitalise on hype
- The Royal Family and their influence on fashion
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- Figure 75: Attitudes towards The Royal Wedding in 2018, May 2018
The FIFA World Cup
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- Highest participation with young consumers
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- Figure 76: What consumers did during the FIFA World Cup in 2018, July 2018
- Scope for retailers appeal to a female audience around the World Cup
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- Figure 77: What consumers did during the FIFA World Cup in 2018, by gender, July 2018
- Younger consumers drive World Cup sales
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- Figure 78: What consumers did during the FIFA World Cup in 2018, by age, July 2018
- Young males the largest demographic that avoided the World Cup
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- Figure 79: Consumers that did another leisure activity to avoid the FIFA World Cup in 2018, July 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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