The Christmas season is undeniably one of the most consumer-driven times of the year, marked by a surge in spending from festive shopping to Boxing Day sales and beyond. As the holiday season approaches, the average Brit is expected to spend up to £9801 over the festive period. But what drives the average consumer to choose one brand over another, and how can businesses effectively capture their attention and loyalty during this pivotal time of year?
Adobe Express has conducted an extensive study2, to find out what would make UK consumers buy or ignore a brand, the positive (and least positive) experiences they’ve had and how brands can utilise their marketing and sales tactics to win over consumers in different industries.
Currently, 62% of consumers have had a negative experience when buying from a brand, prompting Adobe Express to also provide tips and guidance for brands to try throughout December and beyond. Marketing tactics are also considered after over half (52%) said that too many emails and notifications are their biggest promotional annoyance, whilst consistency is key as 93% claimed they would stop buying from a brand altogether if they received bad products or services.
But, when it comes to the retail sector, what are consumer satisfaction levels?
What factors do consumers feel are less enticing from brands?
| Factors | Percentage |
| High prices or unexpected fees | 34.7% |
| Poor product quality or reliability | 21.8% |
| Lack of product availability | 15.8% |
| Poor customer service | 11.9% |
| Negative reviews or word-of-mouth | 5.9% |
| Unethical business practices (environmental harm etc.,) | 5% |
| Misleading advertising | 5% |
When it comes to shopping, price matters a lot. Over a third of consumers (34.7%) say they’re less likely to buy from a brand if they feel the prices are too high or if there are unexpected fees. This is especially important during the busy holiday season, when shoppers are looking for good deals and clear pricing.
Brands also need to pay close attention to quality, not just with the product but also with the packaging. No one wants their purchase to arrive damaged, and late deliveries can really leave a bad impression. In fact, 21.8% of shoppers say poor quality or reliability is a big turn-off when choosing where to spend their money. Additionally, 15.8% said that they are put off if an item isn’t available when they want it.
Other factors that can make consumers think twice about buying from a brand include bad customer service (11.9%), negative reviews or word-of-mouth (5.9%), and unethical business practices (5%). These insights show just how important it is for brands to stay on top of everything—from delivering quality products to offering great customer experiences and maintaining a solid reputation.
What attracts Brits to purchase from retailers:
| What attracts Brits to buy from a certain brand? | Percentage |
| Affordable Prices | 72.3% |
| Product quality and reliability | 66.3% |
| Positive online reviews or recommendations | 32.7% |
| Brand reputation or legacy | 26.7% |
| Personal recommendations (through family or friends) | 20.8% |
| Ethical values (sustainability, fair trade etc.,) | 16.8% |
| Strong presence on social media | 10.9% |
| Attractive advertising or creative marketing | 7.9% |
When it comes to what gets Brits shopping at certain retailers, affordability is number one. Nearly three-quarters (72.3%) say they’re more likely to shop somewhere if it’s affordable. Product quality and reliability also matter, with over half (66.3%) agreeing that these are important factors—especially during the holiday season when people are extra careful with their spending.
On top of price and quality, nearly a third (32.7%) of people say they’re swayed by positive online reviews or recommendations. And personal recommendations from friends and family still hold a lot of weight, with 20.8% saying they’d be more likely to shop at a place if someone they trust recommends it.
Other factors to highlight include brand reputation and legacy (26.7%), ethical values (16.8%), and a strong presence on social media (10.9%).
The most uninspiring marketing tactics used by retailers, according to Brits:
| The most uninspiring marketing tactics | Percentage |
| Too many emails or push notifications | 55.4% |
| Overly aggressive or intrusive ads | 40.6% |
| Lack of transparency in pricing or promotions | 39.6% |
| Misleading advertising or product descriptions | 38.6% |
| Too much focus on influencers or celebrities | 33.7% |
| Irrelevant marketing (ads not suited to audience) | 29.7% |
| Poor customer service after marketing campaigns | 25.7% |
When it comes to marketing strategies that turn potential customers off, the majority of consumers are particularly frustrated by excessive emails or notifications, with over half (55.4%) stating that they find them annoying. Intrusive ads also rank highly as a major pet peeve, with 40.6% of shoppers expressing their dislike. Additionally, a lack of transparency in pricing or promotions is another marketing tactic that fails to win over many consumers, with 39.6% saying it leaves them feeling uninspired and less likely to engage.
