According to a new survey of 1,000 UK consumers carried out on behalf of JRNI, over half (56 per cent) of consumers plan to do their Christmas holiday shopping early in 2021 due to fears of empty shelves and further lockdown measures.
Almost one in 10 (8 per cent) are reported to have already completed their holiday shopping as the UK’s shortage of HGV drivers continues to threaten supply chains and uncertainty as COVID-19 persists.
The survey, in which the sample was managed to ensure equal weighting between the gender and age of all respondents, also shed light on consumers’ preferred method of shopping in the run-up to the holiday period. Despite the boom in online shopping during the pandemic, almost two-thirds (64 per cent) of shoppers are planning on hitting the high street, with nearly half (47 per cent) of all respondents stating that human contact was an important part of the retail experience.
When it comes to buying Christmas gifts, 38 per cent said they would combine online and offline shopping, with one in five eager to get back in stores during the festive period.
The survey also revealed that attitudes toward pre-planned visits to stores had changed among UK shoppers. More than a third (37 per cent) now say they would prefer a more COVID-safe experience in-store, with 30 per cent saying they would now like the ability to control when they visit. In fact, 38 per cent of UK shoppers are now more likely to schedule an in-store appointment than they were before the pandemic, and 55 per cent would prefer to book an appointment than queue due to social distancing measures.
In addition:
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- When it comes to buying Christmas gifts specifically, 22 per cent are “excited” to start visiting stores
- A quarter of shoppers expect to spend 10 per cent more than they did in 2020, and 39 per cent expect to spend up to 20 per cent more
- 82 per cent of shoppers report a positive in-store appointment-based experience, with 80 per cent reporting the same for virtual or augmented online appointments
- Nearly a third (27 per cent) said any store offering an appointment-based system was taking the safety of customers and staff seriously. 22 per cent thought it was a proactive step for the business to take, and 19 per cent felt it equated to better customer service
John Federman, CEO at JRNI, commented on the findings, “Black Friday planning is certainly going to look very different for both businesses and consumers this year. Although the high street is fully open and shoppers are expressing interest in in-store shopping, the looming threat of product shortages and lockdowns drive many shoppers to get an early start. The research really backs this up, showing that across the UK more than half of all shoppers are planning to hit the high street or start their online shopping earlier than usual. Despite the obvious surge in online shopping during the pandemic, a surprising number of consumers are still eager to get back in shops to do their holiday shopping. One key difference is the rise in appointment-based visits which have seen a small boom over the past year.
“With shops already bracing themselves for potential social distancing measures this winter season, they would do well to get appointment-based systems in place to ensure their customers feel safe and aren’t left queuing in the cold. Virtual and augmented appointments have also increased in popularity, so there’s no shortage of ways for both online and offline retailers to make things easy for shoppers this holiday season.”
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