Table of Contents
Introduction
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- Financial definitions
- Abbreviations
Issues in the Market
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- How did consumers manage to spend so much in 2010?
- What are the prospects for 2011?
- And how are consumers likely to behave over Christmas 2011?
- Couldn’t anything go right?
- What can we learn from their behaviour in 2010?
- And what about the internet?
- What do they want to spend on, what are they likely to cut back on in 2011?
- And looking further out?
Future Opportunities
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- Trend: Stability
- Trend: Never say die
Executive Summary
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- Playing at recession
- It was a good Christmas
- Clothing and footwear the most popular gifts
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- Figure 1: What did people buy for Christmas presents, January 2011
- Who bought when and where
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- Figure 2: Profile of shoppers by Christmas buying policies, January 2011
- The web takes centre stage in Christmas buying
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- Figure 3: Usage of the internet to buy most Christmas gifts, January 2011
- Spending priorities
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- Figure 4: Those putting any spare money into savings, 2009-11
- The outlook for 2011 is poor
- Where next?
Christmas – How Important Is It?
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- Key points
- It really was a very good Christmas
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- Figure 5: Retail sales year on year growth, 2009-10
- Why is Christmas so important?
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- Figure 6: Sector sales in December as % Jan-Nov average, 2010
- Who did well over Christmas
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- Figure 7: Main retail sectors performance in December 2010
- Retailer performance
- Food retailers
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- Figure 8: Food retailers performance, December 2010
- Clothing and footwear retailers
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- Figure 9: Clothing retailers performance, December 2010
- Young retailers
- Sports retailers
- Luxury goods
- Older age groups
- Department stores and other mixed goods retailers
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- Figure 10: Department stores performance, December 2010
- DIY and Homewares
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- Figure 11: DIY and homewares stores performance, December 2010
- Miscellaneous
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- Figure 12: Miscellaneous retailers performance, December 2010
Consumers and the Economy
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- Key points
- Playing at recession
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- Figure 13: Consumer confidence, 2004-10
- Confidence about finances
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- Figure 14: “My finances are healthy, there’s some money left over at the end of the month”, 2009-11
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- Figure 15: Are you concerned about your financial prospects?, 2008-10
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- Figure 16: “My finances are healthy”, 2009-11
- The income squeeze
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- Figure 17: Inflation vs Earnings growth, 2005-10
- Housing heading downwards again
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- Figure 18: House prices, 2000-11
- Interest rates must go up again…
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- Figure 19: “Are you concerned about interest rates”, 2009-10
- …but when?
- Savings
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- Figure 20: Savings ratio, 1991-2010 (Q3)
- VAT – not important in itself, but it comes on top of everything else
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- Figure 21: Furniture retailers sales year on year growth, 2009
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- Figure 22: Furniture retailers sales year on year growth, 2009 and 2010
- Prospects
- And how will consumers react?
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- Figure 23: What people spend any money left over on, December 2010
- Outlook for retailing
Who Spent What, How Much and What On?
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- Key points
- What did people buy for Christmas presents
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- Figure 24: What did people buy for Christmas presents, January 2011
- Who buys what
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- Figure 25: Profile of buyers of particular Christmas gifts, January 2011
- How much did they spend
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- Figure 26: Average and median amounts spent on each type of product for Christmas, January 2011
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- Figure 27: Median amounts spent on particular Christmas gifts, January 2011
- Figure 28: Profile of those buying clothing for Christmas, by amount spent, January 2011
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- Figure 29: Profile of those buying toys for Christmas, by amount spent, January 2011
- Figure 30: Profile of those buying electrical goods for Christmas, by amount spent, January 2011
- Spending more or less
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- Figure 31: How much people think they spent at Christmas compared with previous year, 2008-11
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- Figure 32: Profile of those who say they spent more or less at Christmas, January 2011
Attitudes to Spending for Christmas
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- Key points
- Attitudes to Christmas shopping
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- Figure 33: Statements on shopping for Christmas, January 2011
- Exploding myths
- Shopper profiles
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- Figure 34: Profile of shoppers, by Christmas buying policies, January 2011
- How much people spent compared with what they bought
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- Figure 35: Christmas spending this year compared to previous year, by gifts bought for Christmas 2010, January 2011
- Figure 36: Christmas spending this year compared to previous year, by gifts bought for Christmas 2010, January 2011 (continued)
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- Figure 37: Gifts bought for Christmas 2010, by spending this year compared to previous year, January 2011
- Attitudes compared with how much people spent
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- Figure 38: Christmas spending this year compared to previous year, by statements on shopping for Christmas 2010, January 2011
- Figure 39: Christmas spending this year compared to previous year, by statements on shopping for Christmas 2010, January 2011 (continued)
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- Figure 40: Gifts bought for Christmas 2010, by spending this year compared to previous year, January 2011
Christmas Shopping Online
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- Key points
- Sites used
- Using the web
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- Figure 41: Attitudes to using the internet for Christmas shopping, January 2011
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- Figure 42: Internet access, 2001-10
- Figure 43: Internet access, by age, 2004 and 2009
- Attitudes by age
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- Figure 44: Usage of the internet to get ideas, by age, January 2011
- Usage of the internet to buy gifts
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- Figure 45: Usage of the internet to buy a few gifts, by age, January 2011
- Figure 46: Usage of the internet to buy most gifts, by age, January 2011
- Delivery issues
- Other points
- Attitudes to the internet and spending
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- Figure 47: Christmas spending this year compared to previous year, by most popular statements on shopping for this Christmas just gone, January 2011
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- Figure 48: Christmas spending this year compared to previous year, by next most popular statements on shopping for this Christmas just gone, January 2011
- Figure 49: Statements on shopping for this Christmas just gone, by Christmas spending this year compared to previous year, January 2011
Consumer Spending Priorities in 2011
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- Key points
- 2011 will be tough
- Current attitudes
- What do you spend money left over on?
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- Figure 50: Extra money spent on, January 2011
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- Figure 51: Those putting any spare money into savings, 2009-11
- How seriously should we take these findings?
- What would you like to spend money on in 2011
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- Figure 52: Most important spending priorities for 2011, January 2011
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- Figure 53: Spending priorities, 2005-11
- Leisure vs the home
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- Figure 54: Ranking of DIY in consumer spending priorities, 2005-11
- Who wants to save
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- Figure 55: Those wanting to save, by age, 2011
- Other differences
Appendix – Who Spent What, How Much and What On?
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- Figure 56: Most popular gifts bought for Christmas, by demographics, January 2011
- Figure 57: Next most popular gifts bought for Christmas, by demographics, January 2011
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- Figure 58: Gifts bought for Christmas, January 2011
- Figure 59: Amount spent on clothing/footwear purchases for Christmas, by demographics, January 2011
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- Figure 60: Amount spent on jewellery purchases for Christmas, by demographics, January 2011
- Figure 61: Amount spent on toys and games (not video and computer games) purchases for Christmas, by demographics, January 2011
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- Figure 62: Amount spent on books purchases for Christmas, by demographics, January 2011
- Figure 63: Amount spent on pre-recorded music/DVDs purchases for Christmas, by demographics, January 2011
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- Figure 64: Amount spent on video and computer games (including games consoles) purchases for Christmas, by demographics, January 2011
- Figure 65: Amount spent on perfume/aftershave/toiletries purchases for Christmas, by demographics, January 2011
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- Figure 66: Amount spent on electrical goods, eg hi-fi, computers, cameras, phones etc purchases for Christmas, by demographics, January 2011
- Figure 67: Amount spent on household items, eg china or glassware, kitchen gadgets, candles purchases for Christmas, by demographics, January 2011
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- Figure 68: Amount spent on other item, including money purchases for Christmas, by demographics, January 2011
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- Figure 69: Christmas spending this year compared to previous year, by demographics, January 2011
- Figure 70: Median for gifts bought for Christmas, January 2011
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- Figure 71: Median for gifts bought for Christmas, by demographics, January 2011
- Figure 72: Median for gifts bought for Christmas, by demographics, January 2011
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Appendix – Attitudes to Spending for Christmas
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- Figure 73: Most popular statements on shopping for this Christmas just gone, by demographics, January 2011
- Figure 74: Next most popular statements on shopping for this Christmas just gone, by demographics, January 2011
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- Figure 75: Other statements on shopping for this Christmas just gone, by demographics, January 2011
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Appendix – Christmas Shopping Online
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- Figure 76: Most popular statements on shopping for this Christmas just gone, by demographics, January 2011
- Figure 77: Next most popular statements on shopping for this Christmas just gone, by demographics, January 2011
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Appendix – Spending Priorities in 2011
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- Figure 78: Most popular spending priorities for 2011, by demographics, January 2011
- Figure 79: Next most popular spending priorities for 2011, by demographics, January 2011
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- Figure 80: Other spending priorities for 2011, by demographics, January 2011
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