Another report backs last-minute dash for UK Christmas season

By

Barbara Santamaria

Published
Dec 22, 2017

More consumers will rush to the stores this weekend than last year, as they wait for last-minute bargain deals to be released before they finish their present shopping.

According to a report from GlobalData, retailers should expect a stellar weekend with last-minute shoppers sparking demand both on the high street and online. While 85% of Britons had finished buying gifts for adults in the week to 17 December in 2015, around 70% of consumers are ready for Christmas this year.

The figures come as more retailers launch heavy discounts in the run up to Christmas, with more brands than ever participating in Black Friday this year and Boxing Day sales starting earlier.

In contrast, children’s gifting shopper completion levels have remained the same, as limited availability of toys and games has forced shoppers to buy early. When it comes to gifting categories for adults, shoppers have a wider variety of options and are less likely to shop with a specific product in mind, which means more freedom to wait until the last minute.

Additionally, shoppers have this year a full weekend before Christmas to shop, suggesting that many working Britons will leave their gift purchasing until the very last days. On top of that, retailers’ improved online delivery options are making it easier than ever to leave the shopping until the last moment. While Argos is allowing shoppers to order up until 1pm on Christmas Eve for same day evening delivery, John Lewis has extended its click & collect by an additional 24 hours.

Supermarkets and high streets will benefit the most from this year’s delayed Christmas spending, said GlobalData, with festive food and drink driving incremental sales.