Seasonal Shopping (Spring/Summer) - UK - October 2015

OVERVIEW
What you need to know
Areas covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated Spring/Summer seasonal events market size (Inc. VAT), 2015
Market size breakdown
Figure 2: Estimated breakdown in retail sales of products purchased especially for Spring/Summer events, 2015
Retail sales across the year
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
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
Figure 5: Purchasing of products and services, by event, August 2015
Products bought
Figure 6: Products and services purchased in 2015, by event, august 2015
Impulse or planned purchasing?
Figure 7: Planned or impulse purchasing, by event, August 2015
How much do they spend?
Figure 8: Average amount spent on gift products for Spring/Summer events in 2015, August 2015
Majority feel Valentine’s Day is too commercial
Figure 9: Attitudes towards Spring/Summer events, August 2015
Consumers prefer to complete leisure activities than go shopping on bank holidays
Figure 10: Activities completed on the Spring 2015 bank holidays, August 2015
What we think
ISSUES AND INSIGHTS
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
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
Figure 11: Estimated Spring/Summer seasonal events market size (Inc. VAT), 2015
Confectionery a big part of Easter
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
ADVERTISING SPEND ACROSS THE YEAR
Lead-up to Christmas draws the lion’s share of advertising revenue
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
Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, 2014
Spring/Summer advertising
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
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
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
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
Figure 23: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2013-14
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
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
Figure 27: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2015
ONLINE RETAIL SALES ACROSS THE YEAR
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
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
Figure 32: Value of online retail sales at current prices, non-seasonally adjusted, by Spring/Summer months, 2012-15
Figure 33: Annual percentage change in all online retail sales at current prices, non-seasonally adjusted, by month, 2015
LAUNCH ACTIVITY AND INNOVATION
Make it personal
A light-hearted approach
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
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?
Easter the most purchased for event
Figure 35: Purchasing of products and services, by event, August 2015
More people buy gifts for Easter
Figure 36: Type of products/services purchased, by event, August 2015
Females most likely to purchase gifts
Figure 37: Any gift purchasing for events in 2015, by age, August 2015
Figure 38: Any gift purchasing for events in 2015, by age and gender, August 2015
Type of gift products purchased for events in 2015
Figure 39: Gift products purchased, by event, august 2015
Other products and services purchased for events
Figure 40: Other products and services purchased for Spring/Summer events in 2015, August 2015
Repertoire of gift buying
Figure 41: Repertoire of gift products purchased for events in 2015, August 2015
GIFT PURCHASING – IMPULSE OR PLANNED?
A majority of purchases are planned
Figure 42: Planned or impulse purchasing, by event, August 2015
Who buys on impulse and who plans?
Figure 43: Planned or impulse purchasing, by gender, August 2015
Figure 44: Age demographics of consumers who purchased gifts on impulse for Spring/Summer events in 2015, August 2015
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?
Figure 46: Consumers who purchased on impulse, by products purchased for Spring/Summer events in 2015
Figure 47: Consumers who planned purchases, by products purchased for events in 2015
GIFT PURCHASING – WHERE DO THEY BUY?
Supermarkets leading the way for Easter
Figure 48: Retailers used to buy gift products from for Spring/Summer events in 2015, August 2015
Where they shop for Valentine’s Day
Figure 49: Retailers used to purchase gifts for Valentine’s Day 2015, August 2015
Figure 50: Profile of consumers who have purchased valentine’s Day gifts in 2015, by retailers shopped at, August 2015
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
Figure 52: Retailers used to purchase gifts for Mother’s and Father’s Day 2015, August 2015
Figure 53: Profile of consumers who have purchased Mother’s Day gifts in 2015, by retailers shopped at, August 2015
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
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
Figure 57: Retailers used to purchase gifts for Easter 2015, August 2015
Figure 58: Profile of consumers who have purchased Easter gifts in 2015 by retailers shopped at, August 2015
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
Figure 60: Repertoire of retailers used to purchase gifts for Spring/Summer events in 2015, August 2015
GIFT PURCHASING – HOW MUCH DO THEY SPEND?
On average more spent on gifts for Valentine’s Day
Figure 61: Average amount spent on gift products for Spring/Summer events in 2015, August 2015
Clear gender difference in the amount spent
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
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
Figure 64: Average amount spent on gift products for Spring/Summer events in 2015, by region, August 2015
Presence of children increases spending
Figure 65: Average amount spent on gift products for Spring/Summer events in 2015, by guardianship of children, August 2015
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
Attitudes towards Valentine’s Day: Too commercial
Figure 67: Consumer attitudes towards Valentine’s Day, August 2015
Married consumers more likely to see Valentine’s Day as too commercial
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
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
Figure 70: Consumer attitudes towards Mother’s and Father’s Day, August 2015
Younger consumers look to experiences as gifts
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
Figure 72: Consumer attitudes towards Easter, August 2015
Urban dwellers more likely to make time for shopping during Easter
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
More consumers engage in leisure activities than shopping
Figure 74: Activities completed on the Spring 2015 bank holidays, August 2015
Detailed activities completed
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
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
Figure 77: Shopping activities completed on Spring 2015 bank holidays, by age, August 2015
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
Figure 79: Shopping activities completed on Spring 2015 bank holidays, by area lived in, August 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Market sizes
VAT
Abbreviations