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Post-Christmas Shopper Confidence Webinar

2016 Post-Christmas Review: What Did Brexit Bring?

Our 2016 Post-Christmas Review looks at the shopper confidence levels of different consumer segments, from the latest BPS surveys, as well as consumer behaviour based on research conducted at over 50 retail locations across the UK during the peak 2016 period.

Headline Takeaways

Shopper Confidence:
  • The flat shopper confidence in last quarter gives a positive conclusion to a turbulent year and marks the end of the longest decline since November 2011
  • Year-on-year shopper confidence trend is down across all Acorn groups showing confidence re-assessed across all demographic segments
  • The greatest shopper confidence concerns are in older and mid-market customer segments despite their tendency to have voted for Brexit
Shopper Dimensions:
  • Christmas on a Sunday gave shoppers the opportunity to leave their shopping until later, with last minute surges in sales being reported
  • There were positive signs for Bricks & Mortar with increased spend and more people refuelling with a catering stop
  • Challenging times ahead as affluent professionals Rising Prosperity shift even more of their spend to online channels
  • UK shoppers are accustomed to Black Friday which now signals the ‘Christmas Kick Off’, with shoppers holding off on online spending prior to the event
  • In-store retail spend was 45% more on Black Friday than the 2016 peak average, with those in-store treating shopping as a sport rather than a leisure activity