It’s been a tough year for lots of families
and many have had to find ways to economise and make cutbacks, and Christmas is
going to take a hit too. A quarter of families are planning to spend less on
Christmas presents this year, but 14% are planning to push the boat out and
spend a bit more. The average spend per child this year is around £180, with
10% spending over £300 and at the other end of the spectrum 10% spending under
£50.
We’ve seen a marked shift to online
shopping this year, with 95% of parents saying they will do at least some of
their present buying online. And parents are picking up presents while doing
the weekly shop – 63% saying they buy in supermarkets. We shouldn't forget the
other places mums and dads go to buy – Christmas markets, local craft fairs, eBay,
charity shops and local selling sites.
In 2012 we found 10% of parents had started
food and drink shopping in September, but this year we found out mums and dads
like to start present buying much earlier. Almost 14% love finding bargains in
the January sales, the majority (47%) start in October and November. And
there’s 1% of brave souls who leave it until the week before Christmas.
Retailers leading the way are Amazon (81%),
Argos and Tesco for toys and games with Smyths following closely behind. Smiggle
and The Range are new places for present shopping that parents didn't mention
last year. Part of the reason Argos
continues to dominate is the good old catalogue – we heard in both the survey and
in twitter parties that two-thirds of kids still love to sit and circle the
presents they want.
To round up we asked parents ‘What could
brands do to help you more with Christmas shopping?’ and here are just a few of
the themes that emerged – something for companies to think about for Christmas
2017?
Price
is a big issue…
- Have a shopping list web page, with details such as recipient, ideas, and price bracket and make suggestions for each child
- Avoid inflating prices!
- More bargains before Christmas. (Instead of items being half price 1 week later) More deals.
- Lower prices and more availability for the more sought after toys!
- More toy sales like the Sainsbury's half price toy week - that was fantastic
- Better deals, help with a guide selector by choosing age etc. & possibly telling where you can get the best deal, like a comparison site
Think
beyond the price tag…
- Toys to be advertised towards particular age groups so it was easier to pick out suitable gifts
- Help with a guide selector by choosing age etc. & possibly telling where you can get the best deal, like a comparison site
- Stop being stereotypical with toys, such as a craft activity, will be in a pink box or have a girl on the box, so stops me buying it for my son who would love the activity.
Authenticity
matters to parents…
- Be honest about what the toys actually do compared to what they look like they do on the advertisements. I often take my three young children into stores to show them that the sparkles were added for the advert or that the fairies don't really fly etc.
- Being more honest with descriptions on TV ads
- Stop nonsense adverts every 5 minutes showing expensive toys as not everyone can afford them but children do see the ads and get upset.
- Tell the truth on adverts, they always show young toys being played with by older children. When you buy your child these toys and they get bored after the first 10 minutes it is such a waste.
MumPanel Christmas Shopping survey 2016, 590 respondents, parents with
children 0-18 years