eCircle Market Research: Christmas Trends 2006
The UK's Consumer Preferences
The survey "Christmas Trends 2006" was conducted at the beginning of November 2006 - from 13.11.2006 to 15.11.2006. A total of 3,005 people participated in the survey.
The core objectives of the survey were to analyse the consumer behaviour of internet users at Christmas 2006
- If, how and where consumers research gift choices before purchasing?
- Which main products are purchased?
- In which retail shops and at which mail order companies / online shops do consumers tend to buy from?
- What kind of presents are participants hoping to receive at Christmas?
The Key Findings
- The majority of interviewees will spend between £250 and £500 on average for presents
- Only a quarter of people are well prepared for Christmas, the rest are likely to make their decision at the last minute
- If people research gifts in advance almost two-thirds would look online
- An astonishing 53% of interviewees intend to buy at least one present online
- In 2006 people are primarily planning to give books, music, clothing and cosmetics. Luckily the gifts people most want to receive
are the same 4! - The winners in the retail sector are (in consecutive order) Argos, Boots and Woolworths and in the mail order/online sector the
winner by far is Amazon
Conclusion
The study shows that Christmas trade can be highly influenced within the weeks before Christmas - the majority of interviewees shop for their Christmas presents at the last minute and online! Revenue can be driven with shortly implemented campaigns. As most online purchases are made spontaneously, online is the advertising medium of choice.
