Toolbox Marketing has released its much-anticipated annual Junemas Survey 2024, providing a detailed look into the festive shopping habits, preferences, and traditions of consumers. The survey offers valuable insights for retailers gearing up for the festive season, highlighting significant trends that will shape this year’s Christmas shopping landscape.
Celebrating the spirit of Christmas
The survey reveals that a whopping 96.4% of respondents celebrate Christmas, with 86.7% engaging in the tradition of gift-giving, primarily for immediate family members. This underscores the enduring popularity of Christmas as a key cultural and commercial event.
Diverse Budgets and Spending Habits
Christmas shopping budgets among consumers vary widely:
6% spend less than £100
31.3% allocate between £100 and £300
34.9% set aside £300 to £500
20.5% budget between £500 and £1,000
7.2% spend over £1,000
These figures reflect a broad spectrum of spending power and economic confidence among shoppers.
Preferred shopping methods and timing
A significant majority (72.3%) utilise a mix of online and in-store shopping, showcasing the continued relevance of both channels. Shopping timelines reveal a spread in consumer readiness:
22.9% begin shopping in early December
Another 22.9% start in November
19.3% commence in October
Only 15.7% start before October
Top gift vategories
Electronics (28.9%), clothing and accessories (69.9%), toys and games (59%), and books and media (47%) top the list of preferred gifts. Experiences (50.6%) and gift cards (57.8%) also remain popular choices, indicating a preference for versatile and memorable presents.
Decision-making processes
Consumers use various methods to choose gifts:
32.5% observe the interests and hobbies of recipients
30.1% rely on wish lists
19.3% directly ask recipients
These insights suggest that personalised and thoughtful gift-giving is highly valued.
Shopping experience and convenience
A majority of shoppers (69.9%) prefer to shop alone. Planners (37.3%) and opportunists (28.9%) make up the largest segments of Christmas shoppers. Convenience factors such as onsite parking (77.1%) and 24/7 online shopping (72.3%) are critical to a positive shopping experience. Notably, 32.5% of respondents cherish the “magic of Christmas” — festive decorations, music, and events — during their shopping trips.
Sustainability and accessibility
Sustainability is a growing concern, with 43.4% of respondents considering it important when choosing gifts. Common sustainable practices include purchasing eco-friendly products (38.6%) and using reusable gift wrapping (26.5%).
Accessibility remains a critical issue, with over a quarter of shoppers being mindful of barriers that affect their shopping experience. They highlighted challenges including overcrowding, overstimulation, and inadequate space for wheelchairs and buggies.
Conclusion
The Toolbox Marketing Junemas Survey 2024 provides a comprehensive overview of Christmas shopping behaviours. It highlights the importance of sustainability, accessibility, and convenience in shaping consumer decisions. Destinations can leverage these insights to better cater to their customers’ needs and preferences during the golden quarter.
