Your Christmas present is in the shops


More than 8.5 million (17 per cent)1
adults won’t be swapping presents with friends or family this Christmas
but will be heading for the sales instead to maximise their festive spending.Around seven million have agreed with friends and
relatives not to buy presents before the December 25, while 1.5 million have
decided to delay all Christmas celebrations until after the big day so they can
get the most value for money.The Christmas
shopping study, commissioned by credit card company Capital One, reveals consumers
are holding out for the sales to ensure they get the best festive deal
possible.

According to the findings, shoppers
expect to spend an average of £456 on Christmas gifts this year but plan to
shave a whopping £109 off their bill by playing a waiting game for sales and
discounts on the high street and online.Not
everyone is waiting until the last minute – 42 per cent of adults are
traditional and will get their shopping done before the big day. And a cost conscious and organised nine per
cent of consumers admit they started Christmas shopping before June this year
with around 1.5 million saying the 2014 festive season started for them at
Christmas 2013.

Vicky Mitchell, chief operating
officer at Capital One, said: “Consumers are expecting generous discounts from
retailers this year and are planning ahead to ensure they can take full
advantage. With many sales starting in advance of Christmas day, leaving
shopping until that little bit later actually makes a lot of financial sense.
With many families meeting up and exchanging gifts after Christmas, the sales
can be a great way to give generously without breaking the bank.”

DC comment: an increasing number of multichannel
retailers are geared up for strong “through-Christmas” trading following last
year’s record online takings on Christmas Day itself as well as on Boxing Day
and the rest of the period between Christmas and the return to work. 

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