Catalyst Discovers the Impulsive Nature of the Irish Christmas Shopper
Did you know?..
> Half of consumers buy presents on impulse (without a list).
> Men in particular buy more impulsively than women.
> Almost half of all consumers will buy 10 or more presents.
> Consumers expect to spend on average €400 in total on gifts.
> Almost half of shoppers expect ‘worse than usual’ customer service.
> 1 in 5 are going overseas to shop.
> Men buy roughly half the number of presents that women buy.
Half of consumers buy presents on impulse (without a list), while a further 1 in 7 make a list but often scrap them as they shop. Men in particular buy more impulsively than women.
The Celtic Tiger is still at large and almost half of all consumers will buy 10 or more presents and expect to spend on average €400 in total on gifts in retail stores this Christmas. Market Research released (11th December 2005) by CATALYST reveals the truth about the Irish Christmas Shopper and their feelings towards Christmas.
Children at Christmas
Over half of those surveyed will be buying presents for children and 4 in 10 feel that children are most influenced by toys catalogues followed closely by television advertising.
Christmas Begins
Christmas spirit is high with 9 out of 10 of shoppers really looking forward to Christmas and only 1 in 10 of us suffers from that Bah Humbug! feeling.
Christmas starts for many people when the decorations go up and when they hear the first Christmas song on the radio. But although the decorations appear earlier and earlier each year, almost half of those surveyed still leave their shopping until the last minute. Especially men – with 6 in 10 doing most of their shopping, on impulse, in the last few days before Christmas.
The Christmas Service Slump
Over the year 2005, consumers indicated that they were disappointed with overall ‘customer service’ in Irish retail stores, with an overall service rating of just 5.5 out of 10. Consumers expect customer service levels in stores to slump in the Christmas period. Almost half of shoppers expect ‘worse than usual’ customer service during their shopping experience this Christmas and the majority do not find this acceptable.
Male Scrooges?
Men buy roughly half the number of presents that women buy, and women spread much more festive cheer by giving gifts to friends and neighbours as well as their own family.
Teachers and childminders are 4 times more likely to receive Christmas gifts from Mums than from Dads. 3 in 7 men would consider delaying some gift purchases until the Sales after Christmas.
But despite the smaller number of gifts bought by men, the average price paid is twice as high as the average amount spent by women on a typical gift.
More friendly helpers please!
Shoppers identified that the most important element in improving the in-store service experience at Christmas would be ‘Friendly and Polite Staff’ (45%) this Christmas.
The Changing Patterns of Christmas Shopping
1 in 5 are going overseas to shop. Even with cheaper direct flights to aspirational shopping destinations such as New York and Dubai now more available, the favourite destinations for shopping trips remain London and other British cities. The top three products bringing Irish shoppers abroad are clothes, jewellery and cosmetics.
Of those surveyed on the Internet poll, 6 in 10 said that they will also be purchasing some gifts on-line this Christmas with CD’s/Music, tickets and flights topping the list.
Comments
Commenting on the results, Dan McGuinness,Director,Catalyst Marketing Communications said:
“If shopping is the new religion, then Christmas shopping is like an annual Eucharistic Congress. Irish shoppers love to give and receive gifts and are not afraid to spend on presents for children, family and friends. While Christmas time may be seen in modern Ireland as ‘commercialised’, the desire to share gifts with family and friends remains fundamental. Christmas just wouldn’t be Christmas without children, Christmas trees and Chitty Chitty Bang Bang!”
The survey was conducted on-line using Catalyst's national research panel. This is a sample of adults, aged 20-45, all with Internet access who agreed to participate in the survey and is broadly representative by geographical area.
For further information, contact:
Dan McGuinness
Director
Catalyst Marketing Communications
24 Upper Fitzwilliam St.
Dublin 2
Tel: 01 6767227
