Table of Contents
Executive Summary
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- Market size
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- Figure 1: Estimated retail value of spending on Bonfire Night, Halloween and back-to-school, Autumn 2014
- Innovation
- Retail sales across the year
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- Figure 2: Retail sales (including VAT), by month, Aug 2013-Jan 2015
- Online retailing across the year
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- Figure 3: Online retail sales, by month, 2014
- The consumer
- Halloween and Bonfire Night
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- Figure 4: Purchasers of products/on events for Halloween or Bonfire night, Autumn 2014
- Back-to-school products purchased
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- Figure 5: Products bought for back-to-school, November 2014
- Amount spent on back-to-school
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- Figure 6: Amount spent on back-to-school products, by age group, November 2014
- Retailers used for back-to-school
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- Figure 7: Retailers used when purchasing back-to-school products, November 2014
- Christmas and Black Friday
- What we think
Issues and Insights
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- Is Halloween replacing Bonfire Night?
- The facts
- The implications
- To what extent are these seasonal events the invention of the supermarkets?
- The facts
- The implications
- Are all promotions a good idea?
- The facts
- The implications
Trend Application
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- Hungry Planet
- Return to the Experts
- Life Hacking
Market Size
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- Key points
- Retail sales
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- Figure 8: Range of proportions of annual retail sales by month, 1996-2014
- Impact of seasonal events
- The Christmas build up
- Food retailers
- Halloween
- Bonfire Night
- Back-to-school
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- Figure 9: Seasonal events market size estimates, Autumn 2014
Retail Sales Across the Year
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- Key points
- Last two months take 20% of annual sales
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- Figure 10: Retail sales (including VAT), by month, Aug 2013-Jan 2015
- Retail sales by sector
- Food retailers
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- Figure 11: Food retailers: Retail sales (including VAT), by month, Aug 2013-Jan 2015
- Clothing and footwear specialists
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- Figure 12: Clothing and footwear specialists: Retail sales (including VAT), by month, Aug 2013-Jan 2015
- Household goods specialists
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- Figure 13: Household goods specialists: Retail sales (including VAT), by month, Aug 2013-Jan 2015
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- Figure 14: Household goods specialists: Retail sales (including VAT), by month, Aug 2013-Jan 2015
- Upcoming 2015 seasonal events
Online Retailing Across the Year
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- Key points
- December remains the biggest month for online retailing
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- Figure 15: Online retail sales, by month, 2014
- Autumn/Winter in focus
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- Figure 16: Online retail sales, by month, Aug-Dec 2014
- Online sales as a percentage of all retail
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- Figure 17: Online retail sales as a percentage of all retail sales, by month, Aug 2013-Jan 2015
- Online and all retail sales in value terms
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- Figure 18: Value of online retail sales and total retail sales (including VAT), by month, Aug 13-Jan 15
- Online retail sales by sector
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- Figure 19: Online retail sales as a percentage of all retail sales, monthly, Aug 13-Jan-15
- A two-year view
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- Figure 20: Value of online retail sales and total retail sales (including VAT), by month, Aug 13-Jan 15
- Figure 21: Online retail sales as a percentage of all retail sales, by month, Aug 2013-Jan 2015
- Online visitor numbers
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- Figure 22: Retail websites: unique visitor numbers, by month, by product/category, Aug 2013-Dec 2014
- Autumn/Winter in focus
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- Figure 23: Retail websites: unique visitor numbers, by month, by product/category, Aug-Jan 2013/14
- Figure 24: Retail websites: unique visitor numbers, by month, all retail, Aug-Dec 2013/14
Who’s Innovating?
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- Key points
- Catering for back-to-school
- Halloween activities
- Christmas countdown event
- Digital Christmas list app
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- Figure 25: Argos Christmas list app
- Christmas adverts
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- Figure 26: Marks & Spencer Christmas advert 2014
- Black Friday investments
- Beacon technology
Advertising Spend Across the Year
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- Key points
- November sees the most advertising activity
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- Figure 27: Main media advertising spend by all retailers, by month, 2014
- Figure 28: Main media advertising spend by all retailers, distribution by month, 2014
- Advertising spend more volatile than retail sales
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- Figure 29: Main media advertising spend by all retail and all retail sales by month, 2014
- Autumn/Winter in focus
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- Figure 30: Main media advertising spend by all retailers, Aug-Dec 2013-14
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- Figure 31: Selected leading retailers’ advertising spend on back-to-school products, 2013-14
- Figure 32: Selected leading retailers’ advertising spend on Halloween products, 2013-14
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- Figure 33: Selected leading retailers’ advertising spend on fireworks around Bonfire Night, 2013-14
- Two-year view
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- Figure 34: Main media advertising spend by all retailers, Aug 2012-Dec 2014
The Consumer – Halloween and Bonfire Night
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- Key points
- What do people buy
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- Figure 35: Purchasers of products/on events for Halloween or Bonfire Night, Autumn 2014
- Who buys what?
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- Figure 36: Proportions buying products for Halloween or Bonfire Night, by age, Autumn 2014
- Halloween
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- Figure 37: Profile of product buyers for Halloween, October 2014
- Bonfire Night
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- Figure 38: Profile of product buyers for Bonfire Night, November 2014
- Repertoire analysis
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- Figure 39: Numbers of different types of products bought for Halloween and Bonfire night, Autumn 2014
- Where people shopped
- Halloween
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- Figure 40: Profile of buyers for Halloween, by where they bought, October 2014
- Bonfire Night
The Consumer – Products Bought for Back-to-School
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- Key points
- What we asked
- School uniform and shoes are bought by two-thirds
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- Figure 41: Products bought for back-to-school, November 2014
- More products bought for primary school-age children
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- Figure 42: Products bought for back-to-school, by age of child, November 2014
The Consumer – Amount Spent on Back-to-School Products
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- Key points
- What we asked
- Just under £90 spent on school uniform
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- Figure 43: Amount spent on back-to-school products, November 2014
- Parents aged 35-44 spend the most
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- Figure 44: Amount spent on back-to-school products, by age group, November 2014
- ABs spend the most on clothing
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- Figure 45: Amount spent on back-to-school products, by socio-economic group, November 2014
- Those in urban locations spend slightly more
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- Figure 46: Amount spent on back-to-school products, by socio-economic group, November 2014
The Consumer – Retailers Used for Back-to-School
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- Key points
- What we asked
- Supermarkets favoured for back-to-school
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- Figure 47: Retailers used when purchasing back-to-school products, November 2014
The Consumer – Christmas and Black Friday
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- Key points
- Christmas demand
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- Figure 48: UK retail sales growth, 2014
- Black Friday
- Christmas shopping behaviour
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