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Seasonal Shopping (Spring/Summer) - UK - October 2018

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The Market
Consumers spend £7.3 billion celebrating seasonal events
Figure 1: Estimated consumer spending on the spring/summer retail events, by type of spending, 2018
Retail sales grow throughout 2018
Figure 2: Annual percentage change in all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2016-18
The effect of The Royal Wedding and FIFA World Cup
Figure 3: Value of retail sales (excluding fuel) at current prices, non-seasonally adjusted, by spring/summer months, 2016-18
Online accounts for greater proportion of retail sales
Figure 4: Online retail sales as a percentage of all retail sales, by month, 2016-18
Companies and Brands
Advertising spend decreased 0.7%
Emotive messages promoting inclusivity
The Consumer
Easter most purchased-for event in 2018
Figure 5: Consumers that bought or spent money on gifts and activities for the spring/summer events in 2018, February-June 2018
Spending on gifts highest amongst Valentine’s shoppers
Figure 6: Average amount spent on gifts and activities for the spring/summer events in 2018, February-June 2018
Most still shop in-store for gifts
Figure 7: How consumers shopped for gifts for the spring/summer events in 2018, February-June 2018
Consumer are willing to shop around
Retail sales boosted by Royal Wedding hype
Figure 8: Attitudes towards The Royal Wedding in 2018, May 2018
World Cup Fever hits the UK
Figure 9: What consumers did during the FIFA World Cup in 2018, July 2018
What we think
ISSUES AND INSIGHTS
Can retailers drive spring/summer sales with more focus on experiences?
The facts
The implications
Could retailers do more to boost Father’s Day engagement?
The facts
The implications
The Royal Wedding
Could retailers do more to attract shoppers interested in special events such as The Royal Wedding?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW 
Spending on the annual spring/summer events reaches £7.3 billion
Consumer confidence dips at the end of spring/summer 2018
Spring/summer months account for 46% of all retail sales
Retail sales continue to grow in 2018
MARKET SIZE AND SEGMENTATION
Spring/summer events worth over £4.0 billion to UK retailers
Figure 10: Estimated consumer spending on the spring/summer seasonal retail events, 2018
Spending on leisure activities reaches £3.25 billion in 2018
Figure 11: Estimated consumer spending on the spring/summer retail events, by type of spending, 2018
Dining in drives spending on products
Figure 12: Estimated breakdown of consumer spending on gifts and other products for the spring/summer retail events, 2018
Consumers spend most on leisure activities for Easter
Figure 13: Estimated breakdown of consumer spending on leisure activities for the spring/summer retail events, 2018
MARKET DRIVERS
An aging population shaping the market
Figure 14: Trends in the age structure of the UK population, 2017-27
Figure 15: Breakdown of trends in the age structure of the UK population, 2017-27
Real wage growth outpaces inflation
Figure 16: Real wage growth – Average weekly earnings vs inflation, January 2015-June 2018
Consumer confidence dips at the end of spring/summer 2018
Figure 17: Consumer financial confidence, January 2016-August 2018
Going out for a meal more popular than an indulgent evening in
Figure 18: Trends in what extra money is spent on, August 2018
Increase in m-commerce
Figure 19: Trend data: devices used to shop online, April 2017 and April 2018
The gender pay gap slowly declines
Figure 20: Median gross hourly earnings (excluding overtime) for full-time employees by sex, UK, 2011-17
Lone mother families drive spending
Figure 21: Lone mother families compared to lone father families, 2015-17
RETAIL SALES ACROSS THE YEAR 
Autumn largest season for retailers
Figure 22: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by season, 2017
Retail sales continue to grow in November
Figure 23: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2016-18
Food sales fall after early Easter
Figure 24: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2016-18
Retail sales continue to grow in 2018
Figure 25: Annual percentage change in all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2016-18
Clothing and footwear boosted by hot weather
Figure 26: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2018
Spring/summer months in focus
Figure 27: Value of retail sales (excluding fuel) at current prices, non-seasonally adjusted, by spring/summer months, 2016-18
ONLINE RETAIL SALES ACROSS THE YEAR 
Autumn season continues to hold highest share of online retail sales
Figure 28: Value of all online retail sales at current prices, non-seasonally adjusted, by season, 2017
Christmas drives online sales in late 2017
Figure 29: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2017-18
Online accounts for biggest share of all retail in November
Figure 30: Online retail sales as a percentage of all retail sales, by month, 2016-18
Figure 31: Online retail sales as a percentage of all retail sales, by category, by month, 2016-18
Spring/summer months show consistent growth
Figure 32: Value of online retail sales at current prices, non-seasonally adjusted, by spring/summer months, 2016-18
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW 
Advertising spend down 0.7% spring/summer 2018
Emotive messages placed at the centre of campaigns
Opportunity for retailers to challenge gender stereotypes
Royal Wedding and World Cup boost fashion industry
LAUNCH ACTIVITY AND INNOVATION 
Peter Rabbit takes the spotlight for Easter 2018
Retailers utilise the power of social media
Emotive messages placed at the heart of seasonal campaigns
Product marketing remains gender focussed
Figure 33: Lush Father’s Day Bath Bomb, 2018
The Gareth Southgate effect
Nigeria win most stylish World Cup team
A Royal Wedding frenzy
Figure 34: Boohoo high neck split front maxi dress, 2018
Figure 35: Morrisons Royal Wedding Cake, 2018
ADVERTISING SPEND ACROSS THE YEAR 
Figure 36: Total above-the-line, online display and direct mail advertising expenditure by all retailers, by month, 2017
Figure 37: Annual percentage change in total above-the line, online display and direct mail advertising expenditure by all retailers, by month, 2017
November continues to be the biggest month for advertising expenditure
Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, monthly as a % of total spending, 2017
Press marketing continues to decline
Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method, 2017
Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, 2013-17
Spring/summer in focus
Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the spring and summer months, 2016-18
Figure 42: 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, 2014-18
Supermarket spending around Easter
Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on Easter products by selected leading supermarket retailers, 2014-18
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Easter over-took Mother’s Day as most purchased for retail event
Young most likely to spend on celebratory activities
Men are still spending considerably more on Valentine’s Day gifts
Valentine’s Day activity spending highest amongst 16-34-year-old males
In-store purchasing of gifts is most popular for Easter
Valentine’s Day shoppers most impulsive
Young males influenced by the Royal Wedding
Opportunities for sports retailers to offer more female-targeted product
WHAT GIFTS THEY BUY
Technical note
Easter is the most purchased for spring/summer event
Figure 44: Gift purchasing for the spring/summer events in 2018, February-June 2018
One in two buy chocolate as a gift for Easter
Figure 45: Gift purchasing for the spring/summer events in 2018, by product category, February-June 2018
Men more likely to buy gifts for Valentine’s Day
Figure 46: Gift purchasing for the spring/summer events in 2018, by gender, February-June 2018
Mother’s Day purchasing peaks amongst 16-34-year-olds
Figure 47: Gift purchasing for the spring/summer events in 2018, by age, February-June 2018
Affluent most likely to purchase gifts for seasonal retail events
Figure 48: Gift purchasing for the spring/summer events in 2018, socio-economic status, February-June 2018
Most buy one type of gift
Figure 49: Repertoire of products purchased for the spring/summer events in 2018, February-June 2018
WHAT ACTIVITIES THEY DO
Over a third spent on leisure activities to celebrate Easter
Figure 50: Consumers that bought or spent money on activities for the spring/summer events in 2018, February-June 2018
Dining in and out most popular activities
Figure 51: Activity spending for the spring/summer events in 2018, February-June 2018
Staycations popular for Easter
Figure 52: Consumers that spent money on a trip/night away for Easter 2018, by where they went, April 2018
Men do more activities for Mother’s Day
Figure 53: Consumers that bought or spent money on activities for the spring/summer events in 2018, by gender, February-June 2018
Young most engaged with seasonal events
Figure 54: Consumers that bought or spent money on activities for the spring/summer events in 2018, by age, February-June 2018
Young prefer to dine out for Valentine’s Day
Figure 55: Consumers that bought or spent money on activities for the spring/summer events in 2018, by age and what they did, February-June 2018
Most do one activity for seasonal events
Figure 56: Repertoire of what activities consumers bought or spent money on for the spring/summer events in 2018, February-June 2018
Figure 57: Repertoire of what activities consumers bought or spent money on for Easter in 2018, April 2018
WHAT THEY SPEND ON GIFTS
Consumers spent the most on Valentine’s Day gifts
Figure 58: Average amount spent on gifts for the spring/summer events in 2018, February-June 2018
Men spent more on gifts across the board
Figure 59: Average amount spent on gifts for the spring/summer events in 2018, by gender, February -June 2018
Young consumers spend more on Valentine’s Day and Mother’s Day
Figure 60: Average amount spent on gifts for the spring/summer events in 2018, by age, February-June 2018
Affluent spend considerably more
Figure 61: Average amount spent on gifts for the spring/summer events in 2018, by socio-economic status, February-June 2018
WHAT THEY SPEND ON ACTIVITIES
Consumers spend more on Easter activities
Figure 62: Average amount spent on activities for the spring/summer events in 2018, February-June 2018
Men spend considerably more than women
Figure 63: Average amount spent on activities for the spring/summer events in 2018, by gender, February-June 2018
Valentine’s Day spending peaks amongst 16-34s
Figure 64: Average amount spent on activities for the spring/summer events in 2018, by age, February-June 2018
WHERE THEY SHOP FOR GIFTS
Less consumers shop online for Easter gifts
Figure 65: How consumers shopped for gifts for the spring/summer events in 2018, February-June 2018
Supermarkets popular amongst gift shoppers
Figure 66: Where consumers shopped for gifts for the spring/summer events in 2018, February-June 2018
Most shop at one retailer
Figure 67: Repertoire of products purchased for seasonal events in 2018, by demographics, February-June 2018
ATTITUDES TOWARDS THE SPRING/SUMMER EVENTS
High-levels of impulse purchasing for Valentine’s Day
Figure 68: Valentine’s Day shopping behaviours, February 2018
Mother’s Day consumers shop at the last minute
Figure 69: Mother’s Day shopping behaviours, March 2018
Easter shoppers feel the least pressured
Figure 70: Easter shopping behaviours, February 2018
Social media provides gift inspiration for Father’s Day
Figure 71: Father’s Day shopping behaviours, June 2018
THE ROYAL WEDDING 
A third intended to watch The Royal Wedding
Figure 72: Consumers that planned to watch The Royal Wedding in 2018, May 2018
Most planned to watch at home
Figure 73: Where consumers planned to watch The Royal Wedding in 2018, by age, May 2018
The FA Cup Final was a distraction
Figure 74: What consumers planned to do on the day of The Royal Wedding in 2018, by gender, May 2018
A boost to British patriotism
Retailers capitalise on hype
The Royal Family and their influence on fashion
Figure 75: Attitudes towards The Royal Wedding in 2018, May 2018
THE FIFA WORLD CUP
Highest participation with young consumers
Figure 76: What consumers did during the FIFA World Cup in 2018, July 2018
Scope for retailers appeal to a female audience around the World Cup
Figure 77: What consumers did during the FIFA World Cup in 2018, by gender, July 2018
Younger consumers drive World Cup sales
Figure 78: What consumers did during the FIFA World Cup in 2018, by age, July 2018
Young males the largest demographic that avoided the World Cup
Figure 79: Consumers that did another leisure activity to avoid the FIFA World Cup in 2018, July 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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