Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated Spring/Summer seasonal events market size (Inc. VAT), 2015
- Market size breakdown
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- Figure 2: Estimated breakdown in retail sales of products purchased especially for Spring/Summer events, 2015
- Retail sales across the year
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- Figure 3: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2013-14
- Online retail sales across the year
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- Figure 4: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2013-14
- The consumer
- Easter the most purchased for event
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- Figure 5: Purchasing of products and services, by event, August 2015
- Products bought
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- Figure 6: Products and services purchased in 2015, by event, august 2015
- Impulse or planned purchasing?
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- Figure 7: Planned or impulse purchasing, by event, August 2015
- How much do they spend?
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- Figure 8: Average amount spent on gift products for Spring/Summer events in 2015, August 2015
- Majority feel Valentine’s Day is too commercial
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- Figure 9: Attitudes towards Spring/Summer events, August 2015
- Consumers prefer to complete leisure activities than go shopping on bank holidays
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- Figure 10: Activities completed on the Spring 2015 bank holidays, August 2015
- What we think
Issues and Insights
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- Tapping into the anti-Valentine’s Day feeling
- The facts
- The implications
- Growing Father’s Day
- The facts
- The implications
- Which came first – the promotion or the egg?
- The facts
- The implications
The Market – What You Need To Know
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- Easter the largest of the Spring/Summer events
- Valentine’s Day worth £460 million in 2015
- Mother’s Day some 34% larger than Father’s Day
- Spring/Summer months account for under half of all retail sales in 2014
- The effect of Easter
- Online sales throughout the year
Market Size
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- Figure 11: Estimated Spring/Summer seasonal events market size (Inc. VAT), 2015
- Confectionery a big part of Easter
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- Figure 12: Estimated breakdown in retail sales of products purchased especially for Spring/Summer events, 2015
- Figure 13: Estimated breakdown in retail sales of products purchased especially for Spring/Summer events (Inc. VAT), 2015
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Advertising Spend Across the Year
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- Lead-up to Christmas draws the lion’s share of advertising revenue
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- Figure 14: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, 2014
- Figure 15: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, monthly as a % of total spending, 2014
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- Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, 2014
- Spring/Summer advertising
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- Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months, 2012-15
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- Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring (Mar-May), 2012-15
- Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the summer (Jun-Aug), 2012-15
- Supermarket spending on Easter 2015
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- Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on Easter products by selected leading supermarket retailers, 2012-15
- A note on advertising expenditure data
Retail Sales across the Year
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- Figure 21: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by season, 2014
- Figure 22: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2013-14
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- Figure 23: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2013-14
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- Figure 24: Annual percentage change in all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2013-14
- Spring and Summer in focus
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- Figure 25: Value of retail sales (excl. fuel) at current prices, non-seasonally adjusted, by Spring/Summer months, 2012-15
- Figure 26: Annual percentage change in all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2015
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- Figure 27: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2015
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Online Retail Sales across the Year
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- Figure 28: Value of all online retail sales at current prices, non-seasonally adjusted, by season, 2014
- Figure 29: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2013-14
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- Figure 30: Online retail sales as a percentage of all retail sales, monthly, 2013-14
- Figure 31: Online retail sales as a percentage of all retail sales, by category, monthly, 2013-14
- Spring and Summer focus
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- Figure 32: Value of online retail sales at current prices, non-seasonally adjusted, by Spring/Summer months, 2012-15
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- Figure 33: Annual percentage change in all online retail sales at current prices, non-seasonally adjusted, by month, 2015
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Launch Activity and Innovation
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- Make it personal
- A light-hearted approach
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- Figure 34: IKEA Singapore’s Valentine’s Day advertisement, 2015
- A fun way to search
- A holistic approach
- Gift edits
- Spoil yourself
- Presidential gifts
The Consumer – What You Need to Know
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- Easter the most purchased for event
- Greeting cards the most popular gift purchase
- A majority of gift purchases are planned
- Supermarkets the go-to retailers for Easter
- Valentine’s Day shows the highest average spend
- Three out of four think that Valentine’s Day is too commercialised
- Leisure activities are more popular on the Spring bank holidays than shopping
Spring/Summer Events: Who Buys What?
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- Easter the most purchased for event
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- Figure 35: Purchasing of products and services, by event, August 2015
- More people buy gifts for Easter
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- Figure 36: Type of products/services purchased, by event, August 2015
- Females most likely to purchase gifts
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- Figure 37: Any gift purchasing for events in 2015, by age, August 2015
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- Figure 38: Any gift purchasing for events in 2015, by age and gender, August 2015
- Type of gift products purchased for events in 2015
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- Figure 39: Gift products purchased, by event, august 2015
- Other products and services purchased for events
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- Figure 40: Other products and services purchased for Spring/Summer events in 2015, August 2015
- Repertoire of gift buying
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- Figure 41: Repertoire of gift products purchased for events in 2015, August 2015
Gift Purchasing – Impulse or Planned?
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- A majority of purchases are planned
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- Figure 42: Planned or impulse purchasing, by event, August 2015
- Who buys on impulse and who plans?
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- Figure 43: Planned or impulse purchasing, by gender, August 2015
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- Figure 44: Age demographics of consumers who purchased gifts on impulse for Spring/Summer events in 2015, August 2015
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- Figure 45: Age demographics of consumers who planned their gift purchases for Spring/Summer events in 2015, August 2015
- Which products are more likely to be purchased on impulse?
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- Figure 46: Consumers who purchased on impulse, by products purchased for Spring/Summer events in 2015
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- Figure 47: Consumers who planned purchases, by products purchased for events in 2015
Gift Purchasing – Where Do They Buy?
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- Supermarkets leading the way for Easter
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- Figure 48: Retailers used to buy gift products from for Spring/Summer events in 2015, August 2015
- Where they shop for Valentine’s Day
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- Figure 49: Retailers used to purchase gifts for Valentine’s Day 2015, August 2015
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- Figure 50: Profile of consumers who have purchased valentine’s Day gifts in 2015, by retailers shopped at, August 2015
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- Figure 51: Retailers used to purchase gifts for Valentine’s Day 2015, by products purchased for Valentine’s Day, August 2015
- Retailers used to purchase gifts for Mother’s and Father’s Day
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- Figure 52: Retailers used to purchase gifts for Mother’s and Father’s Day 2015, August 2015
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- Figure 53: Profile of consumers who have purchased Mother’s Day gifts in 2015, by retailers shopped at, August 2015
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- Figure 54: Retailers used to purchase gifts for Mother’s Day 2015, by products purchased for Mother’s Day, August 2015
- Figure 55: Profile of consumers who have purchased Father’s Day gifts in 2015, by retailers shopped at, August 2015
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- Figure 56: Retailers used to purchase gifts for Father’s Day 2015, by products purchased for Father’s Day, August 2015
- Retailers used to purchase gifts for Easter
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- Figure 57: Retailers used to purchase gifts for Easter 2015, August 2015
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- Figure 58: Profile of consumers who have purchased Easter gifts in 2015 by retailers shopped at, August 2015
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- Figure 59: Retailers used to purchase gifts for Father’s Day 2015, by products purchased for Father’s Day, August 2015
- Repertoire of stores used to buy gifts
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- Figure 60: Repertoire of retailers used to purchase gifts for Spring/Summer events in 2015, August 2015
Gift Purchasing – How Much Do They Spend?
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- On average more spent on gifts for Valentine’s Day
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- Figure 61: Average amount spent on gift products for Spring/Summer events in 2015, August 2015
- Clear gender difference in the amount spent
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- Figure 62: Average amount spent on gift products for Spring/Summer events in 2015, by gender, August 2015
- 25 to 34-year-olds likely to spend the most
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- Figure 63: Average amount spent on gift products for Spring/Summer events in 2015, by age group, August 2015
- Londoners spend far more than the rest of the UK
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- Figure 64: Average amount spent on gift products for Spring/Summer events in 2015, by region, August 2015
- Presence of children increases spending
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- Figure 65: Average amount spent on gift products for Spring/Summer events in 2015, by guardianship of children, August 2015
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- Figure 66: Average amount spent on gift products for Spring/Summer events in 2015, by guardianship of child by age, August 2015
Attitudes towards Spring/Summer Events
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- Attitudes towards Valentine’s Day: Too commercial
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- Figure 67: Consumer attitudes towards Valentine’s Day, August 2015
- Married consumers more likely to see Valentine’s Day as too commercial
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- Figure 68: Consumer agreement with the statement ‘Valentine’s Day has become too commercialised’, by marital status, August 2015
- Younger consumers want retailers to provide ideas
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- Figure 69: Consumer agreement with the statement ‘I like retailers to provide gift ideas for Valentine’s Day’, August 2015
- Attitudes towards Mother’s and Father’s Day
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- Figure 70: Consumer attitudes towards Mother’s and Father’s Day, August 2015
- Younger consumers look to experiences as gifts
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- Figure 71: Consumer agreement with the statement ‘I like the idea of buying experiences as presents for Mother’s/Father’s Day’, by age, August 2015
- Most buy Easter eggs on promotion
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- Figure 72: Consumer attitudes towards Easter, August 2015
- Urban dwellers more likely to make time for shopping during Easter
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- Figure 73: Consumer agreement with the statement ‘I make time to go shopping during the Easter period’, by location lived in, August 2015
Spring Bank Holiday Behaviour
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- More consumers engage in leisure activities than shopping
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- Figure 74: Activities completed on the Spring 2015 bank holidays, August 2015
- Detailed activities completed
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- Figure 75: Detailed breakdown of activities completed on the Spring bank holidays 2015, August 2015
- Parents more likely to engage in activities on bank holidays
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- Figure 76: Activities completed on the Spring 2015 Bank Holidays, by parental status, August 2015
- Younger consumers far more likely to go shopping on bank holidays
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- Figure 77: Shopping activities completed on Spring 2015 bank holidays, by age, August 2015
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- Figure 78: Shopping activities completed on Spring 2015 bank holidays, by age and gender, August 2015
- Those living in urban areas also more likely to shop on bank holidays
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- Figure 79: Shopping activities completed on Spring 2015 bank holidays, by area lived in, August 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Market sizes
- VAT
- Abbreviations
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