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Seasonal Shopping (Spring/Summer) - UK - October 2016

OVERVIEW
What you need to know
Areas covered in this Report
EXECUTIVE SUMMARY
The market
Market sizes for the major seasonal events
Figure 1: Estimated Spring/Summer seasonal events market size (inc. VAT), 2016
Market size breakdown
Figure 2: Estimated breakdown in retail sales of products purchased for Spring/Summer events, 2016
Retail sales across the year
Figure 3: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2014-16
Online retail sales across the year
Figure 4: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2014-16
The consumer
Mother’s Day replaces Easter as most purchased for event
Figure 5: Purchasing of products and services, by event, August 2016
Flowers dominate Mother’s Day gifting
Figure 6: Type of products/services purchased, by event, August 2016
Consumers most likely to buy multiple gifts for Valentine’s Day
Figure 7: Repertoire of products and services purchased for events in 2016, August 2016
How much do people spend?
Figure 8: Average amount spent on gift products for Spring/Summer events in 2016, August 2016
Product quality drives gift purchasing
Figure 9: Key drivers in gift purchasing for Spring/Summer events, August 2016
Consumers prefer to buy gifts from trusted retailers
Figure 10: Buying behaviours for seasonal gift purchasing, August 2016
What we think
ISSUES AND INSIGHTS
How can retailers encourage greater Father’s Day spending?
The facts
The implications
Tapping into the different seasonal buying behaviours of men and women
The facts
The implications
Can retailers leverage other product categories to drive Easter sales?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Valentine’s Day spending catches up to Easter
Early Easter results in slowed product consumption
Father’s Day spending remains lower than Mother’s Day
Retail sales reach £168 billion in Spring/Summer 2016
Online sales continue to rise during the Spring/Summer season
MARKET SIZE
Valentine’s Day spending equals Easter in 2016
Figure 11: Estimated Spring/Summer seasonal events market size (inc. VAT), 2016
Confectionery drives Easter spending
Figure 12: Estimated breakdown in retail sales of products purchased for Spring/Summer events, 2016
Figure 13: Estimated breakdown in retail sales of products purchased for Spring/Summer events (inc. VAT), 2016
ADVERTISING SPEND ACROSS THE YEAR
November is the biggest month for retail advertising
Figure 14: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by month, 2015
Figure 15: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, monthly as a % of total spending, 2015
Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, 2015
Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, 2012-15
Spring/Summer advertising in focus
Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months, 2014-16
Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months (Mar-Aug), by media type, 2012-16
Supermarket spending on Easter
Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on Easter products by selected leading supermarket retailers, 2012-16
A note on adspend
RETAIL SALES ACROSS THE YEAR
Seasonal retail sales
Figure 21: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by season, 2015
Figure 22: Value of all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2014 and 2015
Figure 23: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2014 and 2015
Figure 24: Annual percentage change in all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2014 and 2015
Spring/Summer months in focus
Figure 25: Value of retail sales (excl. fuel) at current prices, non-seasonally adjusted, by Spring/Summer months, 2014-16
Figure 26: Annual percentage change in all retail sales (excl. fuel) at current prices, non-seasonally adjusted, by month, 2016
Figure 27: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2016
ONLINE RETAIL SALES ACROSS THE YEAR
Seasonal retail sales online
Figure 28: Value of all online retail sales at current prices, non-seasonally adjusted, by season, 2015
Figure 29: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2014 and 2015
Figure 30: Online retail sales as a percentage of all retail sales, by month, 2014 and 2015
Figure 31: Online retail sales as a percentage of all retail sales, by category, by month, 2014 and 2015
Spring/Summer months in focus
Figure 32: Value of online retail sales at current prices, non-seasonally adjusted, by Spring/Summer months, 2014-16
Figure 33: Annual percentage change in all online retail sales at current prices, non-seasonally adjusted, by month, 2016
LAUNCH ACTIVITY AND INNOVATION
Seasonal campaigns get social
Easter gets a premium makeover
Engaging consumers with seasonal experiences
Singling out the singles
The light-hearted approach continues
Getting personal
Extending brand identity with new product launches
Home grown
THE CONSUMER – WHAT YOU NEED TO KNOW
Mother’s Day is the most purchased for event
Products continue to dominate seasonal shopping
Consumers most likely to buy multiple gifts for Valentine’s Day
Supermarket retailers attract the most seasonal shoppers
In-store spending outweighs online
Consumers spend the least on Father’s Day
Product quality drives gift purchasing
People prefer to buy gifts from trusted brands and retailers
SPRING/SUMMER EVENTS – WHO BUYS WHAT?
Mother’s Day becomes the biggest Spring/Summer event
Figure 34: Purchasing of products and services, by event, August 2016
Gift products dominate Easter spending
Figure 35: Type of products/services purchased, by event, August 2016
Gift products purchased for each event
Figure 36: Gift products purchased, by event, august 2016
Other products and services purchased
Figure 37: Other products and services purchased for Spring/Summer events in 2016, August 2016
Females are more likely to buy gifts for seasonal events
Figure 38: Any gift purchasing for events in 2016, by gender, August 2016
Valentine’s Day purchasing peaks amongst older Millennials
Figure 39: Any gift purchasing for events in 2016, by age, August 2016
Repertoire of seasonal buying
Figure 40: Repertoire of products and services purchased for seasonal events in 2016, August 2016
SPRING/SUMMER EVENTS – WHERE DO CONSUMERS SHOP?
Supermarkets are the most used retailers for seasonal shopping
Figure 41: Retailers used to buy gift products for seasonal events in 2016, August 2016
Where consumers shop for Valentine’s Day
Figure 42: Retailers used to purchase gifts for Valentine’s Day 2016, August 2016
Figure 43: Retailers used to purchase gifts for Valentine’s Day 2016, by products purchased for Valentine’s Day, August 2016
Where consumers shop for Mother’s Day and Father’s Day
Figure 44: Retailers used to purchase gifts for Mother’s and Father’s Day 2016, August 2016
Figure 45: Retailers used to purchase gifts for Mother’s Day 2016, by products purchased for Mother’s Day, August 2016
Figure 46: Retailers used to purchase gifts for Father’s Day 2016, by products purchased for Father’s Day, August 2016
Where consumers shop for Easter products
Figure 47: Retailers used to purchase gifts for Easter 2016, August 2016
Figure 48: Retailers used to purchase gifts for Easter 2016, by products purchased for Easter, August 2016
Online vs in-store
Figure 49: Where consumers shopped for products for Spring/Summer events in 2016, August 2016
Figure 50: Where consumers shopped for gift products for the seasonal events in 2016, August 2016
GIFT PURCHASING – HOW MUCH DO CONSUMERS SPEND?
The average amount consumers spend
Figure 51: Average amount spent on gift products for Spring/Summer events in 2016, August 2016
Encouraging consumers to spend more
Men continue to be the biggest spenders
Figure 52: Average amount spent on gift products for Spring/Summer events in 2016, by gender, August 2016
Consumers aged 25-34 spend the most
Figure 53: Average amount spent on gift products for Spring/Summer events in 2016, by age, August 2016
Urban dwellers spend significantly more
Figure 54: Average amount spent on gift products for Spring/Summer events in 2016, by location, August 2016
Parents have highest expenditure
Figure 55: Average amount spent on gift products for Spring/Summer events in 2016, by guardianship of children, August 2016
Average spending by socio-economic status
Figure 56: Average amount spent on gift products for Spring/Summer events in 2016, by socio-economic group, August 2016
GIFT PURCHASING – KEY DRIVERS
Consumers prioritise product quality when shopping for gifts
Figure 57: Most important factors when purchasing seasonal products, August 2016
Women are more likely to be swayed by promotions
Figure 58: Most important factors when purchasing seasonal products, by gender, August 2016
Purchasing priorities are consistent across seasonal events
Figure 59: Most important factors when purchasing seasonal products, by event, August 2016
Over-45s need choice and convenience
Figure 60: Most important factors when purchasing seasonal products, by age, August 2016
GIFT PURCHASING – BUYING BEHAVIOUR
Consumers shop around for the best-priced gifts
Figure 61: Attitudes towards purchasing and receiving gifts, August 2016
Last-minute shoppers
Figure 62: Consumer agreement with the statement ‘I often leave shopping for gifts until the last minute’, by gender, August 2016
Figure 63: Consumer agreement with the statement ‘I often leave shopping for gifts until the last minute’, by age, August 2016
Figure 64: Consumer agreement with the statement ‘I often leave shopping for gifts until the last minute’, by location, August 2016
Women are more likely to browse online
Figure 65: Consumer agreement with the statement ‘I spend more time browsing for gifts when I shop online’, by gender, August 2016
Young consumers most likely to spend more on local produce and personalised gifts
Figure 66: Consumer agreement with the statements ‘I would spend more on gifts that are made or produced locally (eg locally grown flowers)’ and ‘I am willing to pay more for personalised gifts (eg monogrammed accessories)’, by gender, August 2016
Millennials favour experience gifting
Figure 67: Consumer agreement with the statement ‘I would rather spend money on an experience than a gift (eg a meal out, concert tickets)’, by age, August 2016
CHAID ANALYSIS
Methodology
Gift experiences appeal to Valentine’s Day consumers
Figure 68: Seasonal shopping – CHAID – Tree output, August 2016
Figure 69: Seasonal shopping – CHAID – Table output, August 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Market sizes
VAT
Abbreviations
Consumer research methodology

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