7 Minutes 
Key Takeaways
- Sago’s recent omnibus survey of over 2,000 British adults uncovered that 93% of respondents primarily shop for Christmas, indicating that the holiday spirit is alive and well. Additionally, 28% of respondents are gearing up for New Year’s shopping.
- While 47% of respondents enjoy a mix of online and in-store shopping, 30% have fully embraced the convenience of online shopping, reflecting the increasing digitalization of the shopping experience.
- The most popular gift categories for holiday shopping are food (61% of respondents), toys (34%), and beauty and grooming products (34%).
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‘Tis the season to shop ’til you drop, and Sago’s recent omnibus survey unveiled eye-opening trends and preferences of shoppers in Great Britain that will leave you intrigued! With a whopping 93% of respondents primarily shopping for Christmas and 28% gearing up for New Year’s, it’s clear that the holiday spirit is alive and well.
When Does the Shopping Frenzy Begin?
Twenty-nine percent of savvy shoppers start planning their holiday purchases well in advance, even before November rolls around. On the other hand, 26% prefer to kick off their shopping extravaganza in November itself. And only a daring 10% leave it for the last-minute thrill in December.
Online or In-Store? Unpacking Shopping Preferences
Let’s dive into the fascinating world of shopping preferences. While 47% of respondents enjoy the good ol’ mix of online and in-store retail therapy, 30% have embraced the magic of online shopping. Only 23% of respondents prefer to shop strictly brick and mortar, citing wanting to be able to see and touch the items they’re selecting.
The Most Fashionable Gift Categories
When it comes to splurging on holiday gifts, our survey uncovered the most fashionable categories. Brace yourself for this festive feast – with 61% of respondents indulging in delicious food purchases, 34% decking the halls with toys, and another 34% gifting their loved ones with beauty and grooming products. Books, music, and media also made their mark on the wish lists, with 30% of respondents planning to place them under their trees this year. And of course, since it’s customary to wrap gifts, it’s no surprise that 32% spend some of their holiday budget on wrapping paper and greeting cards.
The Naughty List: Overcoming Challenges in Holiday Shopping
But hey, holiday shopping isn’t always a sleigh ride in the park. Challenges abound! From the dreaded out-of-stock items haunting 39% of shoppers to the struggle of finding the perfect gift causing headaches for 36%, it’s no wonder that delivery delays made their way onto the naughty list, plaguing 32% of respondents. However, in a world brimming with holiday chaos, 39% of our resilient shoppers still find genuine joy and satisfaction when they unearth those thoughtful presents. On the other hand, 35% admit to occasional moments of frustration – ’tis the season of mixed emotions, after all.
The Joy of Giving: The Magic and Rewards of Holiday Shopping
Now, let’s delve into the reasons that make holiday shopping truly rewarding. For 25% of respondents, the true magic lies in unearthing meaningful gifts for their loved ones. Talk about spreading the holiday cheer! And with 16% of shoppers valuing the joy of giving, it’s no wonder that this season brings warmth and smiles to all.
The Future of Holiday Shopping: Trends and Changing Habits
So, what does the future have in store for our holiday shopping warriors? Well, 26% of them have no plans to change their shopping habits, staying true to their tried-and-tested methods. On the other hand, 17% are ready to embrace the convenience of online shopping to make their lives easier.
Sago also uncovered a few emerging trends that warrant attention. With 11% of respondents actively supporting local businesses and artisans, it’s clear that community spirit and unique finds are bringing joy to the season. And let’s not forget about the 6% who are jumping on the buy-now-pay-later bandwagon, adding a sprinkle of financial flexibility to their holiday shopping spree.
Shopper Profiles: Tech-Savvy, Gender Distribution, and Regional Insights
Now, let’s take a closer look at the shopper profile. Our survey was accessed by a tech-savvy bunch, with 66% of respondents using their smartphones to participate. As for the demographics, the gender distribution was almost equal, with 55% identifying as female and 45% as male. The wise and experienced shoppers aged 65 and over made up the largest age group at 20%.
We hope these insights have ignited your curiosity and shed some light on holiday shopping trends. ‘Tis the season to shop wisely, find joy in the hunt for the perfect present, and make lasting memories with your loved ones.
Methodology
From Dec. 1 – 4, 2023 an online survey was conducted among 2,137 randomly selected British adults age 18+ who are also Sago community members / part of the Sago network. The results have been statistically weighted according to the most current data on age, gender, and region, from the most recent census data, to ensure the sample is representative of the entire adult population of Great Britain. Discrepancies in or between totals are due to rounding.
