A nationwide customer poll was conducted on shopping habits over the Christmas period 2008 when buying toys and games for their children, to see if online shopping behaviour had changed due to the down turn in the economy.
The survey was conducted between October and December and here are a few of the questions that were put to over 2000 customers…
1. Due to the economic climate how will your overall spending habits change when buying Christmas presents?
Spend less: 53% Spend same: 38% Spend more: 6%
2. Will you be spending less on each present?
Spend less: 59% Spend same: 37% Spend more: 4%
3. How many presents will you be buying for your kids?
1-2 : 12% 3-4 : 47% 5-7 : 36% seven or more : 5%
4. Will you be starting your Christmas Shopping earlier this Xmas?
Earlier: 20% Later: 21% Same: 59%
5. What items will you be likely to buy for your kids this Christmas?
a. Toys (33%)
b. Video Games or console (47%)
c. CD’s and Books (33%)
d. MP3 and Audio (18%)
From the poll it was found that spending budgets were dramatically effected by the economic conditions and favoured spending less per present and less on each person this Christmas.
The survey found that people were more active in spending more time online shopping but that was due to shopping around using comparison sites, not because they were necessarily spending more. A clear sign that the credit crunch was driving online shoppers for bargains. With Woolworths going bust there was also an influx of late shoppers that hit the high streets and paid cash for goods.
Video Games and consoles were also the favoured item this Christmas for Kids. Toys & Video Games had up to 29% of the share this christmas compared to other goods.
Online statistics showed a peak in October where the usual early shoppers and then dropped off again late November with customers holding on for price busting deals, as online retailers realised it was going to be a tough Christmas and having to reduce prices. This caused the shopping to peak more in early December compared to last year and put a lot of mail order businesses under a lot of pressure. The credit crunch certainly triggered a stampede of late buyers for online shopping at Christmas.
There were some regional bias towards shopping online aswell…
Britons are more likely to shop online than our US counter parts with around eight out of 10 of us shopping online at least once a month compared with around six out of 10 Americans.
There were also regional variations in online shopping behaviour. Northern Irish and Scots are more likely to shop online than any other region. North-east England are more likely to use price comparison sites - either always or nearly always when shopping online, and South-easterners and Londoners are most likely to take advantage of being able to shop online 24/7 for convenience.
North-east england are also more likely to be the earliest Christmas shoppers.
Satisfaction with the customer service offered by online retailers is also significantly higher – 52% of shoppers give internet stores eight out of 10 or better compared with only 27% for the high street stores.
Britons are also becoming increasingly more aware in their online shopping habits with most of us surfing around for the best deals and services. More than 36% of those surveyed said they usually or always use price comparison sites to find goods, while 47% reckoned feedback on retailers from other consumers was influential in the final decision to purchase.
More than half of shoppers polled said they were now more likely to hunt for a range of items online in a bid to save money. A third of those polled said they were planning to do most of their present shopping online this year, while a further third plan to make around half of their purchases online.