>>visuality predicts a last minute spree as shoppers wait for christmas discounts
Food shoppers are weighing up retailers’ Christmas offers before parting with their money, according to our festive vox pop.
Shopper behaviour analyst Visuality visited supermarkets to discover what customers enjoyed about shopping at Christmas and what they thought would make the experience easier.
The company found shoppers were confident retailers would be on top of stock levels and, as a result, they were happy to wait before making their Christmas purchases. “There was no sign whatsoever of any buying in case a product wasn’t there next week,” says Visuality managing director Nicola Scrafton.
These customers are also tuned to price reductions and buy one get one free offers, so as Christmas draws closer, shoppers expect retailers to offer greater discounts.
A festive atmosphere in store helped a quarter of those questioned to get into the Christmas spirit.
Also cited were Advent calendars, putting up the Chistmas tree, making the cake and, in one case, “watching the turkeys and geese in the fields where I live disappearing”.
“Christmas seems to be getting off to a slow start,” says Scrafton. “It looks like we have ‘shopper savvy’ - knowledgeable and confident shoppers in the driving seat.”
“I like looking at the festive selections of foods, the biscuits and wines.
“Anything that would entertain the children would make the experience easier.
“My little one likes looking out for the fairy on the posters, things like that keep him occupied.”
Mrs Aileen Costar
“I love shopping at Christmas time. I love finding the right present. I do one big shop instead of several smaller shops. Stores do tend to run out of certain things but then I’ll find something else.
“If you shop late then you will find that the shops have reductions. I think a lot more people have realised this and are doing their shopping later.”
“I look forward to Christmas, although the food can be very expensive. There are so many different varieties and choices - sometimes there is too much to choose from.”
“I enjoy Christmas, I think it is wonderful. I start on December 1 and enjoy the whole month. I think that Christmas has lost its excitement for the children as they seem to have so much all the time. The excitement of having the presents at Christmas seems to have been lost.”
“I enjoy the shopping - looking at all the different sorts of foods for a party.”
‘Food shopping can be a nightmare at Christmas time. My son has a severe nut allergy and the food and treats he can eat seem very limited. They will make nut free chocolate for children, like Incredible Hulk chocolate, but my son is a teenager and doesn’t want things like that.”
“I’m quite organised and I get bits and pieces over a period of time to spread the cost.”
Shoppers were also asked what helped them get into the Christmas spirit. More than a quarter said lights, music, carols and decorations in the stores, with comments such as, ‘Christmas atmosphere in the shops’, ‘seeing all the decorations up’ and ‘when the stores put up their Christmas decorations and start playing the Christmas tunes’.
Having friends and family around was cited by 21%. “Going to mum’s and having a glass of sherry and Baileys - then it feels like Christmas,” said one shopper.
One in 10 said school nativity plays and carol concerts, 7% buying and wrapping presents and 5% said snow and frosty weather put them in the Christmas mood.
Mrs Kim Fitzpatrick
Mrs Hayley Pladdys
Mrs Harris
Mrs Tessa Warner
Mrs Glenys Ray
Mrs Carole Burden
Food shoppers are weighing up retailers’ Christmas offers before parting with their money, according to our festive vox pop.
Shopper behaviour analyst Visuality visited supermarkets to discover what customers enjoyed about shopping at Christmas and what they thought would make the experience easier.
The company found shoppers were confident retailers would be on top of stock levels and, as a result, they were happy to wait before making their Christmas purchases. “There was no sign whatsoever of any buying in case a product wasn’t there next week,” says Visuality managing director Nicola Scrafton.
These customers are also tuned to price reductions and buy one get one free offers, so as Christmas draws closer, shoppers expect retailers to offer greater discounts.
A festive atmosphere in store helped a quarter of those questioned to get into the Christmas spirit.
Also cited were Advent calendars, putting up the Chistmas tree, making the cake and, in one case, “watching the turkeys and geese in the fields where I live disappearing”.
“Christmas seems to be getting off to a slow start,” says Scrafton. “It looks like we have ‘shopper savvy’ - knowledgeable and confident shoppers in the driving seat.”
“I like looking at the festive selections of foods, the biscuits and wines.
“Anything that would entertain the children would make the experience easier.
“My little one likes looking out for the fairy on the posters, things like that keep him occupied.”
Mrs Aileen Costar
“I love shopping at Christmas time. I love finding the right present. I do one big shop instead of several smaller shops. Stores do tend to run out of certain things but then I’ll find something else.
“If you shop late then you will find that the shops have reductions. I think a lot more people have realised this and are doing their shopping later.”
“I look forward to Christmas, although the food can be very expensive. There are so many different varieties and choices - sometimes there is too much to choose from.”
“I enjoy Christmas, I think it is wonderful. I start on December 1 and enjoy the whole month. I think that Christmas has lost its excitement for the children as they seem to have so much all the time. The excitement of having the presents at Christmas seems to have been lost.”
“I enjoy the shopping - looking at all the different sorts of foods for a party.”
‘Food shopping can be a nightmare at Christmas time. My son has a severe nut allergy and the food and treats he can eat seem very limited. They will make nut free chocolate for children, like Incredible Hulk chocolate, but my son is a teenager and doesn’t want things like that.”
“I’m quite organised and I get bits and pieces over a period of time to spread the cost.”
Shoppers were also asked what helped them get into the Christmas spirit. More than a quarter said lights, music, carols and decorations in the stores, with comments such as, ‘Christmas atmosphere in the shops’, ‘seeing all the decorations up’ and ‘when the stores put up their Christmas decorations and start playing the Christmas tunes’.
Having friends and family around was cited by 21%. “Going to mum’s and having a glass of sherry and Baileys - then it feels like Christmas,” said one shopper.
One in 10 said school nativity plays and carol concerts, 7% buying and wrapping presents and 5% said snow and frosty weather put them in the Christmas mood.
Mrs Kim Fitzpatrick
Mrs Hayley Pladdys
Mrs Harris
Mrs Tessa Warner
Mrs Glenys Ray
Mrs Carole Burden
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