christmas spending survey
TRANSCRIPT
Christmas Spending Survey 2013 Savvy shoppers, stabilising spend
Leading business advisers
© 2013 Deloitte
Contents
• Executive summary
• Inside the consumer mindset
• 2013 Christmas budget
• Most desired and most popular Christmas gifts
• Purchasing strategies
• Cross-channel shopping
• Where do consumers plan to do their Christmas shopping?
• Survey methodology
• Deloitte contact
© 2013 Deloitte
Executive summary
© 2013 Deloitte
© 2013 Deloitte
© 2013 Deloitte
Executive summary
Irish consumers are once again Europe’s biggest spenders.
Although morale remains low amongst both Irish and European consumers, consumers are in fact more optimistic
about the current state of the economy. Irish consumers, in particular, show an increasing optimism towards the
expected state of the economy, with 22% of Irish consumers positive about the year ahead.
Many consumers will be reducing their spending for Christmas 2013. Although Irish consumers remain the biggest
spenders in Europe, they predict that they will spend 1.7% less this year. Irish consumers will spend on average
€894 this Christmas, with an average of €484.81 spent on gifts, €258.84 spent on food and €150.76 spent on
socialising. A significant difference to consumers in Poland who will spend on average €268 this Christmas.
The majority of Irish Christmas budgets will go on gifts (30%), followed by food (28%), socialising (24%) and
travelling (18%).
The purchasing behaviour of Irish consumers has changed. 22% of Irish respondents will focus on buying more gifts
that are on sale, while 56% of Irish consumers will actively buy less on impulse.
Irish consumers will search and compare across channels again this year for the best value for money. Over half of
Irish respondents will research and compare both online and offline. 68% of Irish consumers will engage on social
media for Christmas gifts.
The top gifts which adults in Ireland would like to receive are books, cash, clothes/shoes, cosmetics and vouchers,
while the top gifts which are most likely to be purchased for family and friends are books, vouchers and perfumes.
© 2013 Deloitte
Inside the consumer mindset
© 2013 Deloitte
How do you rate the current state of the economy?
Although both Irish and Eurpean morale
remains low, consumers are more optimistic
about the current state of the economy.
• For the first time since 2008 European
countries are optimistic about the current
state of the economy.
A downward trend
An upward trend
Index between positive and negative
answers
< -40%
-40% to 0%
> or = 0%
© 2013 Deloitte
How do you rate the expected state of the economy?
22%
25% 41%
11%
Ireland
Positive Neutral Negative I don'’t know
22% 24% 20%
25% 26% 24%
41% 41% 41%
11% 8%
14%
Average Men Women
Gender
Positive Neutral Negative I don'’t know
Irish consumers show an increasing optimism with regards to the expected state of the Irish economy.
• The majority of Europeans surveyed think the expected state of the economy will remain the same or improve,
compared to last year when 49% of Europeans thought the expected state of the economy would be negative.
• Irish women have a more pessimistic outlook on the extected state of the economy, compared to men.
© 2013 Deloitte
How would you describe your spending power compared to last year?
16%
36%
48%
Ireland
I have more to spend
I have the same amount to spend
I have less to spend
The spending power of almost half of Irish consumers has decreased.
• The percentage of Europeans who believe their purchasing power has diminished amounts to 41%, slightly
lower than the Irish figure of 48%.
• Europeans are on average slightly more pessimistic than last year as observed in Ireland, Portugal, Spain,
Italy, Greece, Belgium and Denmark.
• Russians are the sole nationality who believe that their purchasing power has increased compared to last
year.
-80%
-60%
-40%
-20%
0%
20%
40%
2009 2010 2011 2012 2013
Index based on the sum of positive and negative answers
© 2013 Deloitte
How do you think your spending power will develop in 2014?
In general, Irish consumers are optimistic that
their spending power will increase in 2014.
• Europeans, in general, are more optimistic,
in terms of spending power when looking
forward to 2014.
• Optimistic consumers include the Irish,
Danish, Finnish, Polish, Ukrainian, Russian
and South African.
A downward trend
An upward trend
Index between positive and negative
answers
< -25%
-25% to 0%
> or = 0%
© 2013 Deloitte
How do you think your spending power will develop in 2014?
26%
33%
22%
19%
Ireland
Improve Stay the same
Deteriorate I don't know
26% 26% 26% 33% 34% 33%
22% 26%
18% 19% 14%
23%
Average Men Women
Gender
Improve Stay the same
Deteriorate I don't know
26%
47%
33%
22%
14% 10%
33%
26%
35% 38%
33% 34%
22%
10% 14%
23% 29%
39%
19% 17% 18% 18% 24%
16%
Average 18-24 25-34 35-44 45-54 55-64
Age
Improve Stay the same Deteriorate I don't know
26% of Irish consumers believe their spending power will increase in 2014.
• The percentage of Europeans who feel their purchasing power will decrease is less than last year at 30%; Irish
consumers are below the average at 22%.
• Age is a contributing factor here, with almost half of 18-24 year olds believing their spending power will
increase, while the majority of 55-64 year olds believe their spending power will decrease.
© 2013 Deloitte
2013 Christmas budget
© 2013 Deloitte
Comparison budgets for all European countries 2012-2013 (without travelling)
3% to …
Ukraine (€374)
Russia (€442)
Germany (€399)
Poland (€268)
Switzerland
(€656)
17,4%
13,1%
6,7%
5,4%
3,0%
0% to -3%
France (€531)
Ireland
(€894)
Portugal (€393)
Italy (€477)
-0,9%
-1,7%
-2,3%
-2,4%
-3% to …
Greece (€451)
-12,8%
0% to 3%
Finland (€692)
Denmark (€634)
Spain (€567)
Czech Republic
(€430)
Belgium (€503) The Netherlands
(€286)
Luxembourg
(€825)
1,3%
1,1%
1,0%
0,8%
0,6%
0,3%
0,2%
© 2013 Deloitte
Please indicate how you intend to spend your budget for the Christmas season?
On average Irish consumers will spend €894 per household this Christmas season with an average of €484.81
spent on gifts, €258.84 spent on food and €150.76 spent on socialising.
• In line with results from previous years, Irish consumers spend the majority of their budget on gifts, followed
closely by food. This is the dominant trend for both males and females of all ages.
• Irish women are likely to spend slightly more on gifts than men with Irish women allocating 31% of their
Christmas budget for gifts compared to 29% of Irish men.
• The majority of respondents will also spend more on gifts apart from those in Greece, Poland, Russia and
South Africa.
28% 29% 28% 30% 31% 30%
24% 22% 23%
18% 17% 18%
2011 2012 2013
Ireland
Food Gifts Socialising Travelling
© 2013 Deloitte
What are the reasons driving your decision to spend less this Christmas?
59%
33%
11%
21%
22%
57%
40%
27%
8%
17%
18%
48%
24%
24%
19%
18%
15%
The economic downturn continues and I believe it will get worse
My revenues after tax have decreased
I am in debt
Other reason
I have to save money because I lost my job
I'd rather save money because I'm afraid of losing my job
Ireland
2011 2012 2013
Economic concerns are the main reason consumers will spend less.
• The main reason given by Irish consumers for spending less this Christmas is the economic downturn. This
had been the dominant response with Irish consumers since 2011.
• This is followed closely by an increase in tax after revenues and that consumers are in debt.
© 2013 Deloitte
Most desired and most popular Christmas gifts
© 2013 Deloitte
What types of presents would you most like to receive?
Top 10 (1-10) Average 2013 2012
Books 1st 48% 1st 46%
Money (cash) 2nd 38% 2nd 37%
Clothes/shoes 3rd 34% 3rd 35%
Cosmetics/Perfumes 4th 34% 4th 35%
Gift vouchers 5th 33% 5th 33%
Chocolates 6th 31% 8th 26%
Jewellery/watch 7th 26% 10th 26%
Food & Drink 8th 24% 11th 24%
CD 9th 24% 6th 31%
Smartphone 10th 20% 13th 18%
First choice 2013 2012
Ireland Books Books
France Money (cash) Money (cash)
Portugal Money (cash) Money (cash)
Spain Money (cash) Money (cash)
Italy Money (cash) Money (cash)
Greece Money (cash) Money (cash)
Switzerland Money (cash) Money (cash)
Germany Money (cash) Money (cash)
Luxembourg Books Money (cash)
Belgium Money (cash) Money (cash)
The Netherlands Money (cash) Books
Denmark Money (cash) Money (cash)
Finland Money (cash) Money (cash)
Poland Money (cash) Books
Czech Republic Money (cash) Money (cash)
Ukraine Money (cash) Money (cash)
Russia Money (cash) Money (cash)
South Africa Chocolates Money (cash)
Books are once again the top choice for gifts with Irish consumers.
• Unlike our European counterparts Irish consumers, both make and female, along with those in Luxembourg,
are the only consumers that would like to recieve books as their first preference as gifts.
• Money (cash) was the top choice for the majority of other countires surveyed.
• A strong trend has emerged this year with the smartphone. 27% of all respondants are eager to receive one
for christmas and the smartphone has become the 6th more desired gift in Europe.
© 2013 Deloitte
Which of the following types of presents do you think you will buy for your friends
and family this year?
Top 10 (1-10) Average 2013 2012
Books 1st 40% 1st 46%
Gift vouchers 2nd 36% 2nd 35%
Cosmetics/perfumes 3rd 34% 3rd 35%
Chocolates 4th 32% 4th 33%
Clothes/shoes 5th 27% 7th 29%
Beauty care, massage, spa treatment 6th 27% 8th 28%
Jewellery/watch 7th 22% 5th 31%
Food & Drink 8th 21% 9th 25%
CD 9th 21% 6th 29%
Money (cash) 10th 20% 12th 19%
First choice 2013 2012
Ireland Books Books
France Books Books
Portugal Books Books
Spain Clothes/shoes Clothes/shoes
Italy Books Books
Greece Books Books
Switzerland ooks Books
Germany Books Books
Luxembourg Books Books
Belgium Gift vouchers Gift vouchers
The Netherlands Books Books
Denmark Books Books
Finland Books Books
Poland Cosmetics/perfumes Books
Czech Republic Cosmetics/perfumes Books
Ukraine Chocolates Cosmetics/perfumes
Russia Cosmetics/perfumes Cosmetics/perfumes
South Africa Chocolates Chocolates
Not only are books a top choice with Irish consumers as gifts to receive, they are also the top choice in gifts to
buy for others.
• For the first time since 2010 gift vouchers have overtaken money as a gift of choice. This is consistent with
both men and women of all age groups.
© 2013 Deloitte
Which of the following types of presents do you think you will buy for a teen
between the ages of 12 and 18?
Top 10 (1-10) Average 2013 2012
Video games 1st 31% 1st 34%
Books 2nd 23% 3rd 27%
Gift vouchers 3rd 22% 6th 22%
CD 4th 20% 2nd 27%
Money (cash) 5th 19% 4th 23%
Clothes/shoes 6th 19% 7th 21%
Cosmetics / Perfumes 7th 15% 8th 17%
DVD/Blu Ray 8th 15% 5th 23%
Games 9th 11% 9th 14%
Console, device 10th 11% 16th 11%
First choice 2013 2012
Ireland Video games Video games
France Video games Video games
Portugal Books Books
Spain Video games Video games
Italy Books Books
Greece Books Books
Switzerland Money (cash) Books
Germany Books Video games
Luxembourg Video games Books
Belgium Money (cash) Video games
The Netherlands Books Books
Denmark Video games Video games
Finland Gift cards Gift cards
Poland Books Video games
Czech Republic Books Books
Ukraine Chocolates Chocolates
Russia Chocolates Chocolates
South Africa Video games Video games
Video games, books and gift vouchers are the top three choices for Irish teens.
• After consistant growth in the ranking of video games across Europe since 2010, the trend is beginning to slow
down.
• Money is the fifth most popular gift in Ireland.
© 2013 Deloitte
Which of the following types of presents do you think you will buy for anyone under
the age of 12?
Top 10 (1-10) Average 2013 2012
Games 1st 35% 1st 38%
Books 2nd 34% 2nd 37%
Dolls & plush 3rd 29% 5th 27%
Arts and crafts, creative design 4th 28% 3rd 28%
Action toys 5th 27% 4th 28%
Clothes / shoes 6th 24% 7th 27%
Model construction toys 7th 22% 6th 27%
Learning and experimenting 8th 21% 8th 24%
Baby and infant articles 9th 21% 9th 24%
Technical toys 10th 15% 10th 21%
First choice 2013 2012
Ireland Games Games
France Model construction toys Model construction toys
Portugal Books Books
Spain Learning and experimenting Learning and experimenting
Italy Baby and infant articles Baby and infant articles
Greece Games Clothes/shoes
Switzerland Books Books
Germany Games Books
Luxembourg Books Books
Belgium Games Games
The Netherlands Games Games
Denmark Games Games
Finland Books Games
Poland Learning and experimenting Learning and experimenting
Czech Republic Books Books
Ukraine Arts and crafts, creative design Books
Russia Model construction toys Model construction toys
South Africa Games Games
Games, books and dolls are the most popular gifts for children under 12.
‒ Games are the first choice of gifts in eight countries. Interestingly, France and Russia stand out with
construction toys, Spain and Poland with learning games and Ukraine with arts and crafts.
‒ Men prefer to offer model construction and technical toys, while women tend to offer gifts such as clothes.
© 2013 Deloitte
You stated you will be offering gift vouchers, what will be the value of one gift
voucher?
The average value of a gift voucher in Ireland is €38.
• Overall, the value of gift vouchers across Europe has dropped.
• Switzerland has the highest average value for a gift voucher at €70, while the lowest average is The
Netherlands at €14.
27
38 37
20
31 26
20
39
27
52
31
14
34 29
15 18 16
21 17
0
10
20
30
40
50
60
70
80
Gift voucher value in 2012 Gift voucher value in 2013 Average value of a gift in 2013
© 2013 Deloitte
For your chosen toys, which criteria do you favour?
58% 52% 55%
70% 71% 62% 68%
50% 37%
56% 62% 66%
45% 43%
62% 62% 65% 53%
60%
18% 23% 21%
19% 7%
19% 13%
24%
28%
21% 15% 13%
30%
10%
19% 21% 10% 22% 9%
8% 2%
7%
4%
6% 8% 5%
12% 14%
10% 6% 5% 11%
23%
5% 9%
12% 11%
4%
16% 23%
16% 7%
16% 11% 14% 14% 21%
13% 17% 16% 14% 23%
14% 8% 13% 14% 27%
Educative Traditional Green Innovative
60%
24%
4%
12%
54%
25%
4%
18%
52%
23%
2%
23%
Educative
Traditional
Green
Innovative
Ireland
2011 2012 2013
Irish consumers favour educational toys for young children.
• Educational toys are the first choice in all countries, with innovative and traditional toys in a close second
place.
• Irish women are more likely to chose educational toys with 61% of women favouring this compared to 54% of
men.
© 2013 Deloitte
Purchasing strategies
© 2013 Deloitte
Thinking about what you spend your money on now versus a year ago, are you
spending less, the same or more on the following:
13% 14% 15% 16% 16% 18% 18% 22% 23% 24% 31% 32%
42% 42% 45%
56% 39%
50% 43%
54% 58%
45% 52% 48%
38% 40% 36% 22%
38% 28%
22% 17% 14%
27% 14%
12%
7% 5% 3%
7% 7% 4%
17% 7% 6% 3% 3%
7%
Irregular spending
Entertainment/leisure
Clothing/footwear
Financial services
Holidays
Digital/electronic spending
Education
Health
Housing
Day to day spending
Essentials such as groceries and energy bills
Taxes
Europe
More About the same Less I don't know
10% 11% 12% 14% 14% 14% 18% 18% 22% 27% 32%
42%
33% 30% 34%
45% 35%
30% 45%
59% 50% 39%
45% 34%
53% 56% 51%
35% 48%
52% 35%
19% 25%
24% 21%
18%
5% 3% 3%
7% 3% 4% 3% 4% 4%
10% 2% 6%
Irregular spending
Entertainment/leisure
Clothing/footwear
Financial services
Day to day spending
Holidays
Digital/electronic spending
Housing
Health
Education
Essentials such as groceries and energy bills
Taxes
Ireland
More About the same Less I don't know
42% of Irish consumers believe they are paying more taxes compared to last Christmas.
• The increase in spending on taxes is a finding which is echoed across Europe, however at a lower rate of
32%.
• Unnecessary spending will be cut once again by both Irish and European consumers.
• Interestingly, more Irish consumers are spending less than Europeans on entertainment, leisure, clothing and
day to day spending. Irish consumers have stated that if required to they are happy to cut back further on
these areas.
© 2013 Deloitte
Regarding your Christmas shopping, how will you change your purchasing
behaviour compared to last year?
22%
13%
-3%
-4%
-5%
-23%
-28%
-39%
-52%
-56%
I will buy products and gifts that are on sale
I will focus on useful gifts
I will buy discount and retailers' private labelproducts, and few branded products
I will buy less expensive gifts
I will shop at less expensive stores
I will buy for fewer people
I intend to give group gifts
I will buy second-hand products as gifts
I will offer gifts without taking into account the price
I will buy on impulse
Ireland
16%
16%
-4%
0%
2%
-7%
-20%
-36%
-39%
-42%
I will buy products and gifts that are on sale
I will focus on useful gifts
I will buy discount and retailers' private labelproducts, and few branded products
I will buy less expensive gifts
I will shop at less expensive stores
I will buy for fewer people
I intend to give group gifts
I will buy second-hand products as gifts
I will offer gifts without taking into account the price
I will buy on impulse
Europe
Irish consumers are more thrifty than ever.
• 22% more Irish consumers will focus on purchasing gifts that are on sale. 13% will focus on buying useful
gifts.
• A big difference in purchasing patterns in the last year is that the majority of Irish consumers will not buy on
impulse and will take price in to account before purchasing.
• Irish women intend to buy more products on sale than Irish men, with 25% of women intending to do so
compared to 18% of men.
© 2013 Deloitte
Preference for loyalty/reward programmes
Earning points offering gifts
Immediate discounts (cash off)
© 2013 Deloitte
How influential are loyalty/reward programmes in your decision making process?
Rank loyalty/reward programme by preference.
1.7 1.9 1.8
1.7
2.1
1.8 2.0
1.5 1.3
1.2 1.4
1.6
1.3
1.8 1.8 2.0
1.8 1.8 2.0
0.0
0.4
0.8
1.2
1.6
2.0
2.4
Irish consumers are above the European average for considering loyalty/reward programmes as part of their
decision making process.
• 43% of Irish consumers favour immediate discounts such as cash off in store.
• Euproean countries that have been affected by the economic crisis are more likely to be influenced by loyalty
programmes.
43%
17%
14%
13%
9%
4%
0%
Immediate discounts (cash off)
Earning points offering vouchers to spend inseveral retailers
Earning points offering vouchers to spend inthe store
Future discount (cash off)
Earning points offering vouchers to spend inthe store and in the e-commerce site of the
retailer
Earning points offering gifts
Other
Ireland
© 2013 Deloitte
When do you expect to purchase the majority of your gifts for this year versus last
year?
Before Nov
17%
Nov 1-15 Dec
30%
16-24 Dec 25-31 Dec Jan and after
32%
17% 2% 2%
The majority of Irish consumers will purchase their Christmas gifts in the first half of December.
• Irish female consumers are more likely to purchase earlier, with 38% of female consumers purchasing gifts in
November.
• Interestingly, nearly half (47%) of Irish consumers’ Christmas shopping has been completed before December.
© 2013 Deloitte
Cross-channel shopping
© 2013 Deloitte
For the gift categories below, please state if you will be searching for products and
comparing value online, in stores or both?
Irish consumers search for products, including selecting brand, type and sizes both in store and online.
• For items such as toys, leisure, movies and video games Irish consumers are using cross-channel methods
more and more.
• Irish consumers prefer to buy and search for food and drinks products in store, similar to our European
counterparts.
30% 38% 39% 37%
32% 34%
19% 10%
23% 17% 20%
16% 26%
17%
25% 21% 19%
18% 17%
23% 39%
67% 38%
38% 35%
39% 24%
37%
45% 42% 43%
45% 50%
43% 41%
23% 39%
45% 44% 45%
50% 47%
Books
Music
Movies (DVD/Blu Ray)
Video games
High tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Europe
Website Stores Website and stores
21% 25% 23%
21% 26% 27%
10% 6% 11% 11% 12% 10%
18% 8%
27% 23%
22% 20%
19% 25%
42% 65%
50% 44%
35% 35%
27% 36%
53% 53% 55%
59% 54%
48% 48%
29% 38%
45% 53% 55% 54% 56%
Books
Music
Movies (DVD/Blu Ray)
Video games
High tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Ireland
Website Stores Website and stores
© 2013 Deloitte
For the gift categories below, please state where you will actually purchase these
gifts?
Irish consumers favour purchasing in store rather than online this Christmas.
• For all gift categories, Irish consumers research both in store and online, however for purchasing these gifts
stores are their first choice.
• This is applicable to both Irish men and women.
• With age Irish consumers lose interest in online sources for searching, comparing and purchasing.
55% 42% 40% 41%
47% 49%
67% 86%
59% 65%
62% 65%
51% 64%
10% 14%
13% 14%
14% 14%
9% 5%
11% 11%
12% 10%
13% 10%
32% 41%
44% 41%
35% 31%
20% 7%
26% 20%
23% 20%
32% 22%
Books
Music
Movies (DVD/Blu Ray)
Video Games
High Tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Europe
In physical stores Ordering online in/from a physical store
Online Mobile commerce
Mail order Catalogues
61% 44% 47% 49% 47% 48%
74% 88%
74% 66%
57% 64%
55% 72%
8% 18% 13% 13% 17% 14%
8% 4%
9% 14%
13% 12%
16% 9%
30% 35%
37% 34% 30%
28% 12%
4% 13%
15% 25% 19% 26%
15%
Books
Music
Movies (DVD/Blu Ray)
Video Games
High Tech
Green tech
Health & beauty
Food & drinks
Box & cards
Home gifts
Sports
Fashion
Leisure
Toys
Ireland
In physical stores Ordering online in/from a physical store
Online Mobile commerce
Mail order Catalogues
© 2013 Deloitte
Irish consumers’ purchasing trends
Searching
72%
Comparing 34%
22%
Buying
40%
16%
28%
Both Offline Online
--
50%
38%
© 2013 Deloitte
Cross-channel purchasing trends
25% 29% 22% 26% 33% 32%
33% 36%
29% 31%
67% 68%
42% 35% 48% 43%
2012 2013 2012 2013 2012 2013
Searching Comparing Buying
Europe
Online Stores Online and stores
17% 22% 12% 16%
28% 28%
41% 40%
33% 34%
72% 72%
43% 38% 55% 50%
2012 2013 2012 2013 2012 2013
Searching Comparing Buying
Ireland
Online Stores Online and stores
Cross-channel searching and comparing (searching both online and in stores) is decreasing somewhat this year.
• Cross-channel is used by both Irish and European consumers for searching and comparing. However, for
purchasing almost three-quarters of consumers favour purchasing in store.
• Although the trend of purchasing in store is dominant across Europe, Irish consumers are less likely to
purchase online than other European consumers.
© 2013 Deloitte
When shopping, what are the top three most important attributes of a retailer?
52%
23%
22%
20%
20%
15%
15%
15%
it offers the lowest prices
It sends me offers and promotions that arepersonalized and relevant to what I buy
Its loyalty program gives me rewards I value
Its stores are convenient for shopping
It has a very large selection of products
I can get exceptional service
It carries the brands I like most
It provides an omnichannel shoppingexperience
Ireland
59%
18%
21%
42%
47%
33%
28%
14%
it offers the lowest prices
It sends me offers and promotions that arepersonalized and relevant to what I buy
Its loyalty program gives me rewards I value
Its stores are convenient for shopping
It has a very large selection of products
I can get exceptional service
It carries the brands I like most
It provides an omnichannel shoppingexperience
Europe
Lowest price is the most important attribute for Irish consumers when choosing a retailer.
• Personalised offers and loyalty programmes are the second choice for Irish consumers.
• Retailers offering lowest prices is the main attraction for Irish men and women of all ages.
© 2013 Deloitte
In which area would you expect retailers to invest in order to improve your
shopping experience ?
+ - Customer relationship
Better gift packaging
service
Self scanning check outs
Sustainability
Lower prices Mobile commerce
Child care
Home delivery
Invest more in decoration to
improve ambiance
WIFI capabilities
in store
When attracting consumers to retailers, lower prices is the main area Irish consumers expect retailers to invest in
to improve their shopping experience.
• Customer relationship and home delivery complete the top three areas of investment for e-commerce and
stores.
• Sustainability is a growing area for investment with more and more Irish consumers placing importance on
sustainability issues.
• Irish males would like to see more investment in e-commerce, while older consumers value advice in store.
© 2013 Deloitte
You stated that you bought gifts online last year, were these delivered on time last
year?
If yes: In what way does it affect your buying behaviour this year?
90%
10%
Ireland
Yes No
44%
29%
12%
10%
5%
I will buy online, but at an earlierstage
I will buy online, but from a differentretailer/webshop
I will buy online, but I will pick up theproduct in the physical store myself
I will not buy gifts online this year
It will not affect my buying behaviour
Ireland
A significant number of Irish consumers will buy online at an earlier stage.
• 10% of Irish consumers who bought online last year will not be doing so this year.
© 2013 Deloitte
You stated you will be using social media. Please indicate how you will be using
social media to share your opinion/advice.
68%
62%
60%
59%
56%
52%
I give my opinion/advice by trusted comments,recommendations about products
I give my opinion/advice about discounts,coupons, sale information
I give my opinion/advice about product(s)(properties)
I give my opinion/advice about prices
I give my opinion/advice about gift ideas
I give my opinion/advice on retailer's fanpage(s)
Ireland
62%
57%
62%
58%
54%
48%
I give my opinion/advice by trusted comments,recommendations about products
I give my opinion/advice about discounts,coupons, sale information
I give my opinion/advice about product(s)(properties)
I give my opinion/advice about prices
I give my opinion/advice about gift ideas
I give my opinion/advice on retailer's fanpage(s)
Europe
More Irish consumers are giving their advice on social media sites than our European counterparts.
• Irish consumers are sharing their options and advice online for products, discounts, prices and many other
issues.
• Overall, European consumers prefer to look for information rather than to give advice.
• Irish men and women interact the same on these sites, however, men are likely to share more information
about the properties of products than women.
© 2013 Deloitte
Where do consumers plan to do their Christmas shopping?
© 2013 Deloitte
For the gifts you intend to buy in store, where do you think
you will buy them?
Irish consumers favour speciality chains.
• Across Europe, store choice depends on gift
type.
• Speciality chains are the preferred shopping
venue for high tech gifts, sports, toys and
video games.
• Traditional department stores are popular for
fashion items, health and beauty and gifts for
the home.
Traditional department stores
Supermarkets
Speciality chains
© 2013 Deloitte
For the gifts you intend to buy in store, where do you think you will buy your gifts?
Speciality chains are the most popular outlet in both Ireland and Europe.
• Speciality chains, supermarkets and traditional department stores are the three most popular stores for buying
gifts.
• Age is a huge factor in the attitudes of both Irish and European consumers. Older people are less interested in
speciality chains, and favour traditional local shops.
• On average, Irish consumers favour luxury stores more than those in other European countries.
24%
21%
25%
15%
7%
8%
33%
31%
18%
11%
6%
2%
31%
30%
23%
9%
5%
2%
Speciality chains
Supermarkets
Traditionaldepartment stores
Traditional localshops
Luxury stores
Factory outlet stores
Ireland
2011 2012 2013
26%
25%
23%
13%
10%
4%
33%
24%
25%
12%
3%
4%
30%
29%
22%
13%
3%
3%
Speciality chains
Traditionaldepartment stores
Supermarkets
Traditional localshops
Factory outlet stores
Luxury stores
Europe
2011 2012 2013
© 2013 Deloitte
What type of brands do you purchase in the following channels?
Irish consumers purchase brand labels and retailer brand labels across all channels.
• Except in hard discount shops, the cheaper the store is, the more people buy brand labels.
• Irish consumers that buy online purchase an equal amount of both brand labels and retailer brand labels.
• For purchasing brand labels, the best shopping venues are supermarkets and the internet.
• The cheaper products are, the more they are bought in hard discount shops.
• There is no difference in behaviour for men and women of all ages.
65% 61%
55% 55%
36%
61% 67%
61% 56%
52%
27% 24% 23%
26%
60%
Largesupermarket
shops
Normal sizedsupermarkets
Convenientstores
Internetshopping
Hard discountshops
Ireland
Brand labels Retailer brand labels Hard discount labels
66%
60%
49%
65%
38%
60% 66%
60%
45%
54%
29% 35%
31% 28%
59%
Largesupermarket
shops
Normal sizedsupermarkets
Convenientstores
Internetshopping
Hard discountshops
Europe
Brand labels Retailer brand labels Hard discount labels
© 2013 Deloitte
For the food you intend to buy for the Christmas festivities,
where do you think you will buy your food?
Large supermarkets
Normal sized supermarkets
Hard discount stores
Irish consumers tend to buy their Christmas food
in large supermarkets.
© 2013 Deloitte
Where do you intend to buy your food for the Christmas festivities?
Online is the last choice for purchasing food for Irish consumers.
• Large supermarkets and hard discount stores are the most popular choices for Irish consumers when buying
food for the holiday season.
• Traditional local food shops, such as the butchers or bakery, are popular with 41% of Irish consumers.
68%
53%
41%
32%
14% 9%
6% 0%
20%
40%
60%
80%
Men
Women
© 2013 Deloitte
Have you ever used your smartphone or tablet to buy a product and do you expect
to use it in the future for buying products?
26%
39%
22% 21% 29% 28%
20%
33% 33% 32%
14%
22% 27%
24% 19% 20%
24% 29%
38%
56% 54% 50%
70% 61% 60%
71%
46% 38%
45%
52% 52% 48% 48%
70% 73%
60% 66%
59%
Europe
I already have I will do in the future
Irish consumers are among the highest users of smartphones and tablets for buying gifts.
• 39% of Irish consumers have used their smartphone or tablet to make a purchase.
• Ireland, South Africa, Switzerland and Germany are using smartphones and tablets the most for purchasing
gifts.
• 54% of Irish consumers intend to use their smartphone or tablet in the future to make a purchase.
© 2013 Deloitte
Survey methodology
© 2013 Deloitte
Survey methodology
In the second and third week of September 2013, we questioned a broad representative sample of consumers about their Christmas preparations.
• We questioned European consumers about their frame of mind and planned expenditure on gifts, extra food for
festive meals, out-of-home entertainment, multi-channel shopping and leisure over the Christmas season.
• Information has been collected via the internet, with a structured questionnaire for a sample of individuals with
controlled panels.
• The survey covered 18 countries in western and eastern Europe as well as South Africa. A similar survey was
conducted in Canada and the United States.
• Respondents were aged 18 to 65 years old.
• A total of 17,354 consumers were surveyed. The sample size in Ireland was 773.
© 2013 Deloitte
Deloitte contact
© 2013 Deloitte
Contact
For further information please contact:
Kevin Sheehan Head of Consumer Business
T: +353 1 417 2218
© 2013 Deloitte © 2013. For information, contact Deloitte Touche Tohmatsu Limited.
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