Latest News
Are retailers stocking up for Christmas too early?
Fri 30th July 2010
We all moan that Christmas comes too early and this year is no exception with recent reports that retailers are already stocking Christmas goods despite the summer not being over. But Retail Eyes has found that while 16% of consumers have already started buying Christmas items most people aren’t planning to start their shopping until November.
Simon Boydell, Marketing Manager at Retail Eyes explains: "Christmas really has come early this year as retailers believe there will be a high demand for Christmas goods in July. While our stats show that some people have started their festive shopping, it’s a very low proportion with even fewer (2.9%) buying goods in August. Our research shows that the real demand will come towards the end of the year."
According to Retail Eyes’ poll of 2,768 consumers; October, November and December will be the busiest months for Christmas shopping. The highest percentage of people (28%) will be buying goods in November, while 23% will start in October and 15% will leave their shopping until December.
Not surprisingly, most men (58%) will leave it until the last minute in December while 63% of females will be more organised and do their shopping in November. Out of those having already starting their shopping, 75% of those are female while only 25% are male.
Simon Boydell, continues, "While our results show the Christmas rush will remain in the traditional months of November and December, it would be prudent for retailers to focus on getting the customer experience right now and capitalise on those customers who are already shopping around for ideas and gifts. It is also vital that retailers to ensure that, as they take on temporary staff for the Christmas period, those staff are fully inducted and clear about the shopping experience the retailer is looking to deliver as customers won’t identify between Permanent and Temporary staff. Retailers should also prepare for a last minute rush in December as men plan to get those last minute presents."
"The impact of the planned VAT rise may be causing a knee jerk reaction as to why retailers are stocking so early for Christmas in order to get as many sales in as possible before January. However, in another poll we recently carried out with 2,863 consumers, 61% of consumers said the planned VAT rise in January will not affect how much they spend this Christmas. One of the dangers with stocking so early is that stores could become dull and unappealing to consumers. By the time November comes around shoppers may see the items as old and uninteresting and retailers may be forced to start slashing prices early."
Simon Boydell, Marketing Manager at Retail Eyes explains: "Christmas really has come early this year as retailers believe there will be a high demand for Christmas goods in July. While our stats show that some people have started their festive shopping, it’s a very low proportion with even fewer (2.9%) buying goods in August. Our research shows that the real demand will come towards the end of the year."
According to Retail Eyes’ poll of 2,768 consumers; October, November and December will be the busiest months for Christmas shopping. The highest percentage of people (28%) will be buying goods in November, while 23% will start in October and 15% will leave their shopping until December.
Not surprisingly, most men (58%) will leave it until the last minute in December while 63% of females will be more organised and do their shopping in November. Out of those having already starting their shopping, 75% of those are female while only 25% are male.
Simon Boydell, continues, "While our results show the Christmas rush will remain in the traditional months of November and December, it would be prudent for retailers to focus on getting the customer experience right now and capitalise on those customers who are already shopping around for ideas and gifts. It is also vital that retailers to ensure that, as they take on temporary staff for the Christmas period, those staff are fully inducted and clear about the shopping experience the retailer is looking to deliver as customers won’t identify between Permanent and Temporary staff. Retailers should also prepare for a last minute rush in December as men plan to get those last minute presents."
"The impact of the planned VAT rise may be causing a knee jerk reaction as to why retailers are stocking so early for Christmas in order to get as many sales in as possible before January. However, in another poll we recently carried out with 2,863 consumers, 61% of consumers said the planned VAT rise in January will not affect how much they spend this Christmas. One of the dangers with stocking so early is that stores could become dull and unappealing to consumers. By the time November comes around shoppers may see the items as old and uninteresting and retailers may be forced to start slashing prices early."
Stand Out From The Crowd
Customer Experience is one of the most cost effective methods of differentiating yourself from the competition.
Success Through Satisfaction
Customer satisfaction surveys are a highly effective method of gaining feedback from your customers and improving customer loyalty.