Toolbox Marketing has released its annual Junemas Survey 2024, providing a detailed look into the festive shopping habits, preferences and traditions of consumers. The survey offers valuable insights for retailers gearing up for the festive season, highlighting significant trends that will shape this year’s Christmas shopping landscape.
Celebrating the spirit of Christmas
The survey reveals that a whopping 96.4% of respondents celebrate Christmas, with 86.7% engaging in the tradition of gift-giving, primarily for immediate family members.
Budgets and spending habits
Christmas shopping budgets among consumers vary widely:
- 6% spend less than £100
- 31.3% allocate between £100 and £300
- 34.9% set aside £300 to £500
- 20.5% budget between £500 and £1,000
- 7.2% spend over £1,000
Preferred shopping methods and timing
A significant majority (72.3%) utilise a mix of online and in-store shopping, showcasing the continued relevance of both channels. Shopping timelines reveal a spread in consumer readiness:
- 22.9% begin shopping in early December
- Another 22.9% start in November
- 19.3% commence in October
- Only 15.7% start before October
Top gift categories
Electronics (28.9%), clothing and accessories (69.9%), toys and games (59%), and books and media (47%) top the list of preferred gifts. Experiences (50.6%) and gift cards (57.8%) also remain popular choices, indicating a preference for versatile and memorable presents.
Decision-making processes
Consumers use various methods to choose gifts:
- 32.5% observe the interests and hobbies of recipients
- 30.1% rely on wish lists
- 19.3% directly ask recipients
Shopping experience
A majority of shoppers (69.9%) prefer to shop alone. Planners (37.3%) and opportunists (28.9%) make up the largest segments of Christmas shoppers. Convenience factors such as onsite parking (77.1%) and 24/7 online shopping (72.3%) are critical to a positive shopping experience. Notably, 32.5% of respondents cherish the “magic of Christmas” — festive decorations, music, and events — during their shopping trips.
Sustainability and accessibility
Sustainability is a growing concern, with 43.4% of respondents considering it important when choosing gifts. Common sustainable practices include purchasing eco-friendly products (38.6%) and using reusable gift wrapping (26.5%).
Accessibility remains a critical issue, with over a quarter of shoppers being mindful of barriers that affect their shopping experience. They highlighted challenges including overcrowding, overstimulation, and inadequate space for wheelchairs and buggies.
