Now in its second year, the Accenture UK Holiday Shopping Survey offers insights into consumer buying patterns during the Christmas period. It gives an
indication of retail performance expectations both on the high street and online at a key time for the sector. Over 1,500 UK shoppers from
around the country were surveyed about their Christmas shopping intentions.
The findings showed that almost half (43 percent) of UK shoppers are confident about how much they have
to spend this Christmas, and feel optimistic about their financial situation, pointing to a promising trading period for retailers.
Over half of the UK consumers anticipate doing the majority of their Christmas shopping online with 44
percent planning to do the majority of shopping in-store. The growth of mobile shopping, in particular, is set to have an impact on spending
this holiday season, with 41 percent of consumers citing better discounts and deals as a reason to shop using their mobile, smartphone or
The continued growth in mobile shopping, has shown that consumers are concerned about privacy and
security of their data – more than a third (39 percent believe this is an issue. Given the increasing prevalence of mobile, this presents
both an opportunity and a risk for retailers over the holiday season.
The UK consumers demand for food and drink has overtaken clothing as the most popular items for them to
buy as a gift. Almost 64 percent of shoppers plan on buying such items, up from 49 percent last year.
Consumers wants to shop during the holidays via any channel and this presents a way for retailers to take
a different approach to their omnichannel agenda or risk losing trade to their competition.
About the research:
Accenture conducted an online survey with Coleman Parkes using a representative sample of 1,513 UK
consumers in September and October 2015.
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