Busy stores are a turn-off for UK Christmas shoppers

By

Barbara Santamaria

Published
Dec 14, 2017

Almost half (43%) of UK consumers feel frustrated about busy stores in the lead up to Christmas, found a survey exploring the biggest frustrations consumers face at this time of the year.

25% of shoppers feel frustrated when they find a cheaper product post-purchase, while 21% think that free delivery would improve their Christmas shopping experience.

The study of over 1,500 adults, carried out my market research and insight specialist Trinity McQueen, revealed that top customer frustrations are pushing shoppers into the online marketplace, with 54% of those surveyed now doing the majority of their Christmas shopping online.

Anna Cliffe, joint-managing director of Trinity McQueen, comments: “Navigating the busy festive season requires retailers to act nimbly and adjust their focus and offers as consumers shift their opinions. Our research highlights the need for retail brands to take on a more supportive role in the last two weeks leading up to Christmas when negative emotions are most prevalent amongst consumers.”

Indeed, 85% of shoppers feel enthusiastic, excited and happy early to mid-December, but as the weeks go by shoppers start to feel the strain. According to the survey, 89% of Brits feel frustrated, stressed or pressured in late December.
“Since busy stores and the ease of price comparison sites are pushing consumers to the online marketplace, retailers need to optimise their online offerings, highlighting their free and fast fulfilment options that need to deliver as close as possible to Christmas Day itself,” says Cliffe. 

JANUARY JOY

While 53% of consumers love to spend their Christmas money and vouchers over the post-Christmas period, 61% of those surveyed find January sales less exciting than they used to be.

“The January sales period holds opportunities for retailers looking to reinvigorate and own the event,” says Anna Cliffe. “Post-Christmas sales are still well loved by consumers, but they simply aren’t thought to be a big deal these days because of other the discounting events before Christmas – Black Friday being one of them. Retailers could take advantage of the vacuum and become synonymous with January sales in the same way Amazon owns Black Friday.”