Seasonal Shopping (Spring/Summer) - UK - October 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Gift spending during spring/summer events estimated to be worth £3.2 billion
Figure 1: Estimated consumer gift spending on the spring/summer retail events in 2019
Consumer confidence is strong despite Brexit uncertainties
Figure 2: Consumer financial confidence, January 2017-May 2019
Retail sales hit £379.6 billion in 2018
Figure 3: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by season, 2018
Companies and brands
Advertising spend declines 2.9% compared to 2017
Figure 4: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by month, 2018
Advertising Standards Authority bans ‘harmful’ stereotypes in adverts
The consumer
Easter most purchased-for event in 2019
Figure 5: Gift purchasing for the spring/summer events in 2019, May-July 2019
In-store purchases of gifts still dominate over online gift purchasing
Figure 6: How consumers shopped for gifts for the spring/summer events in 2019, May-July 2019
Consumers choose to celebrate seasonal events with food and drink
Figure 7: Activity participation for Easter, Mother’s Day and Father’s Day in 2019, May-July 2019
Mother’s and Father’s Day is a time to spend with family
Figure 8: Mother’s Day and Father’s Day attitudes, May-July 2019
What we think
ISSUES AND INSIGHTS
How could retailers move away from gendered marketing for Mother’s Day and Father’s Day gifts?
The facts
The implications
Change the marketing message to one celebrating diversity and family, not gender stereotypes
How could retailers capture last minute gift purchases for Mother’s Day and Father’s Day?
The facts
The implications
The convenience of customisation and personalisation of gifts in-store
Help guide consumers choice
How can retailers increase in-store spending during spring/summer events?
The facts
The implications
In-store experiences
THE MARKET – WHAT YOU NEED TO KNOW
Consumer gift spending during spring/summer events worth £3.2 billion
Food for the home captures the most spending during spring/summer events
Consumer confidence is strong despite persisting Brexit uncertainties
Annual spending on retail sales reached £379.6 billion in 2018
Late falling Easter sees April generate the biggest percentage growth year on year in 2019
MARKET SIZE AND SEGMENTATION
Consumer gift spending during spring/summer events worth £3.2 billion
Figure 9: Estimated consumer gift spending on the spring/summer retail events in 2019
Food for the home captures the most spending during spring/summer events
Figure 10: Estimated breakdown of consumer spending on gifts and other products for the spring/summer retail events, 2019
MARKET DRIVERS
Population
Figure 11: Trends in the age structure of the UK population, 2019-29
Figure 12: Breakdown of trends in the age structure of the UK population, 2019-29
Real wage growth and inflation
Figure 13: Real wage growth-Average weekly earnings vs inflation, 2016-19
Consumer confidence holding up despite Brexit uncertainties
Figure 14: Consumer financial confidence, January 2017-August2019
RETAIL SALES ACROSS THE YEAR
Autumn largest for seasonal shopping
Figure 15: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by season, 2018
Retail sales continue to grow in November
Figure 16: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2017-2019
Grocery sales are high for seasonal events
Figure 17: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2017-19
Late falling Easter sees April have the biggest percentage growth year on year in 2019
Figure 18: Annual percentage change in all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2017-19
April sees clothing and footwear peak
Figure 19: Annual Percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2019
Spring/summer months in focus
Figure 20: Value of retail sales (excluding fuel) at current prices, non-seasonally adjusted, by spring/summer months, 2017-19
ONLINE RETAIL SALES ACROSS THE YEAR 
Autumn season continues to hold the highest share of online retail sales
Figure 21: Value of all online retail sales at current prices, non-seasonally adjusted, by season, 2018
Christmas drives online sales in late 2018
Figure 22: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2018-19
More online sales are pulled from December into November
Figure 23: Online retail sales as a percentage of all retail sales, by month, 2017-19
Figure 24: Online retail sales as a percentage of all retail sales, by category, by month, 2017-19
Spring/Summer months in focus
Figure 25: Value of online retail sales at current prices, non-seasonally adjusted, by spring/summer months, 2017-19
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW 
Advertising spend edges up 1.2% compared to last year
Advertising Standards Authority bans ‘harmful’ stereotypes in adverts
Consumers look for more sustainable and healthier ways to celebrate seasonal events
Department stores focus on in-store experiences during spring/summer events
The hunt for personalised Mother’s Day and Father’s Day continues
LAUNCH ACTIVITY AND INNOVATIONS 
Reimagining the seasonal events
Figure 26: M&S Yoga Bunny, 2019
Figure 27: Morrison’s unicorn and llama themed Mother’s Day flowers, 2019
Challenging tradition
The hunt for ethical consumption
Figure 28: Hotel Chocolat’s A Dozen Quails Eggs box, 2019
Plant based Easter
In-store experiences to entice shoppers
Giving Mother’s and Father’s Day gifts that much needed personal sentiment
ADVERTISING SPEND ACROSS THE YEAR 
Advertising spend edges up 1.2% compared to last year
Figure 29: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by month, 2018
Figure 30: Annual percentage change in total above-the line, online display and direct mail advertising expenditure by all retailers, by month, 2018
Retailers continue to spend the most in November
Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, monthly as a % of total spending,2018
TV continues to be the channel of choice for advertisers
Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, 2018
Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, 2014-18
Spring/Summer months in focus
Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months, 2017-19
Figure 35: 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, 2015-19
Advertising Standards Authority bans ‘harmful’ stereotypes in adverts
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Easter most purchased for spring/summer event in 2019
In-store purchases of gifts still dominate over online gift purchasing
Consumers choose to celebrate seasonal events with food and drink
Traditional chocolate Easter eggs need more variety
Opportunities for supermarkets to capture last-minute gift purchases
Mother’s and Father’s Day is a time to spend with family
WHO BUYS FOR SPRING/SUMMER EVENTS AND WHAT THEY BUY 
Easter is the most purchased for spring/summer event
Figure 36: Gift purchasing for the spring/summer events in 2019, May-July 2019
Just over a half of consumers will buy chocolate as a gift for Easter
Figure 37: Gift purchasing for the spring/summer events in 2019, by product category, May-July 2019
Gift purchasing is highest amongst 16-34 year olds
Figure 38: Gift purchasing for the spring/summer events in 2019, by age, May-July 2019
Socio-economic gap narrows for gift purchasing
Figure 39: Gift purchasing for the spring/summer events in 2019, by socio-economic status, May-July 2019
Most consumers buy one type of gift
Figure 40: Repertoire of products purchased for the spring/summer events in 2019, May-July 2019
HOW THEY BUY GIFTS AND WHERE THEY SHOP 
In-store drives gift purchases for the spring/summer events
Figure 41: How consumers shopped for gifts for the spring/summer events in 2019, May-July 2019
Father’s Day sees the highest online purchases for gifts
Figure 42: How consumers shopped for gifts for father’s Day gifts in 2019, by GENDER, July 2019
Supermarkets are the go-to place for gift purchasing
Figure 43: Where consumers shopped for gifts for the spring/summer events in 2019, May-July 2019
Department stores see a rise in gift buying for Easter and Father’s Day
Figure 44: Gift purchasing for the spring/summer events at department stores, by gender, May-July 2019
Most will use one type of retailer to buy gifts
Figure 45: Consumers who bought a gift from 1 or more types of retailer for the spring/summer events in 2019, May-July 2019
HOW MUCH THEY SPEND ON GIFTS FOR SEASONAL EVENTS
Consumers spent the most on Easter gifts in 2019
Figure 46: Average amount spent on gifts for the spring/summer events in 2019, May-July 2019
For Mother’s Day and Easter gifts males spend on average more
Figure 47: Average amount spent on gifts for the spring/summer events in 2019, by gender, May-July 2019
Father’s buy Mother’s Day gifts on behalf of their children
Figure 48: Average amount spent on gifts for Mother’s Day in 2019, by resident parent, May-July 2019
WHO THEY BUY GIFTS FOR ON MOTHER’S AND FATHER’S DAY 
Mother’s Day gift purchasing is driven by female consumers
Figure 49: Consumers who bought gifts for Mother’s Day in 2019, by relation, May 2019
Father’s Day gift purchasing driven by older generation
Figure 50: Consumers who bought gifts for Father’s Day in 2019, by relation, July 2019
EASTER ACTIVITIES AND ATTITUDES 
Food-based activities the most popular way to celebrate Easter
Figure 51: Activity participation for Easter in 2019, May 2019
Shopping the most popular leisure-based activity
Figure 52: Consumers who went shopping for Easter in 2019, by generation, May 2019
Attitudes towards Easter
Figure 53: Easter attitudes, May 2019
TYPES OF EASTER EGGS AND WHERE THEY ARE BOUGHT
Branded Easter eggs are the most popular
Figure 54: Chocolate gift purchasing for Easter in 2019, by type, May 2019
Tesco is the top supermarket for chocolate gifts
Figure 55: Chocolate gift purchasing for Easter in 2019, by retailer, May 2019
Attitudes towards the current variety and offering of the Easter egg
Figure 56: Easter shopping attitudes, May 2019
MOTHER’S DAY AND FATHER’S DAY ACTIVITIES
A home cooked lunch/dinner is the most popular activity
Figure 57: Activity participation for Mother’s Day and Father’s Day in 2019, May-July 2019
Going shopping is a popular leisure-activity to celebrate Mother’s Day
Figure 58: Consumers who went shopping for Mother's Day in 2019, by age of children, May 2019
Mother’s and Father’s Day is a time for spending with the family
Figure 59: Mother’s Day and Father’s Day attitudes, May-July 2019
MOTHER’S DAY AND FATHER’S DAY ATTITUDES
Interest in gifting with a personal sentiment
Figure 60: Mother’s Day and father’s Day shopping attitudes, May-July 2019
More pressure for Mother’s Day gift buying compared to Father’s Day
Figure 61: Agreement with the statement “There is a lot of pressure to buy the right gift for Mother’s/Father’s Day”, by generation, May-July 2019
Last minute shopping for Father’s Day gifts and nearly half rely on retailers’ suggestions
Figure 62: Father’s Day shopping behaviours, July 2019
 APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology