70% of UK consumers fed up with Christmas

A new study released today by market insights provider TNS reveals that UK retailers have succeeded in putting almost three quarters of consumers off Christmas this year. 70 per cent of people surveyed said that the early Autumn start to Christmas TV advertising and in-store promotions is “annoying”, and feel “fed-up” with Christmas before December even starts.

Christmas advertising and decorations are seen in store as early as October – which 82 per cent of consumers say is far too early. 65 per cent think that TV stations and high street stores should hold off until 1st December before promoting Christmas, because 60 per cent of shoppers want to do most of their Christmas shopping after this date.

The findings suggest that high street retailers MIGHT have shot themselves in the foot this year – and may risk losing out on the usual last-minute sales, because consumers are now too fed up with Christmas to hit the shops.

However, the TNS research does show that certain groups want to start Christmas shopping earlier. Well over half of 25 – 34-year-olds think about their Christmas shopping before December –suggesting that retailers need to be developing more targeted communications for this group.

Andrea Wilson, Managing Director, TNS Consumer, said, “Christmas is obviously significant for retailers and research tells us that merchandising and communications have a key role to play in getting consumers into the right mood. Targeted campaigns for those who like to plan Christmas early can avoid irritating the bulk of shoppers. Retailers need to develop their Christmas experience in such as way that it excites and helps shoppers, particularly as the shopping experience remains a key driver of purchase on the high street over on line shopping.”

Siemon Scamell-Katz, Founder of TNS Magasin, added, “People find Christmas shopping stressful and difficult. During normal shopping trips,80 per cent of decisions are made sub-consciously. However during Christmas shopping, conscious attention must be engaged for most of the time because shoppers are buying products in unfamiliar categories. Retailers should focus on point of sale displays and product packaging, rather than general in-store decorations which irritate shoppers.”