Many of us may feel that Christmas comes earlier every year, but is that actually true? Here at Kantar we’ve been dusting off the Christmas decorations and digging out some data to see when Brits really do begin their Christmas prep.
Kantar Media research shows 43% of Brits (over 22 million adults) will have started planning their festive purchases by the end of October. These early elves are 62% more likely to spend £800 or more on presents and two-thirds more likely than the average adult to buy gifts for more than fifteen people.
Keen to know whether people are actually buying gifts, or just talking about it, Kantar’s Lightspeed polled 7,313 British adults on 18 October 2016 to find out whether they’ve been Christmas shopping already. 40% of people we surveyed admitted to having already bought presents, while 55% said they hadn’t yet. Stereotypically, more women (51%) than men (28%) have bought presents.
Those people aged 25 -34 years old (49%) and 34-44 years old (46%) have been the most pro-active when it comes to buying gifts, compared to those aged 18-24 (37%) and 55+ (34%).
According to Kantar Media, three and a half million adults (7% of the total adult population) only start planning their gift buying in the second half of December. 39% of them are only buying for one or two individuals and over half of them spend under £100 on Christmas gifts, making them two and a half times more likely to spend so little.
Source : Kantar, Kantar Media, Lightspeed