Over 45s led last minute shopping dash at Christmas, The Logic Group finds

Following a positive Christmas trading period for many retailers this year, with good sales data released last week from John Lewis, House of Fraser, Next, Robert Dyas among others, an independent survey by customer payments and insight specialist, The Logic Group, lays bare some of the surprising customer behaviour behind those results.

Gareth Wokes CEO of The Logic Group, said: “We discovered some surprising differences in Christmas shopping behaviour across generational groups this year, which demonstrate how important it is for retailers to continue to understand and target consumers better. Allowing people to browse and buy using the most convenient channel for them –  whether online via their mobile devices or in store with efficient service and payment processes – is vital. Targeted offers, rather than blanket discounting, is also a winning strategy.”

“More than ever, customers expect high retail standards whether it’s efficient delivery for online orders, prompt click and collect – or a range of convenient and fast payment options.

“The encouraging 2013 Christmas trading figures announced over the last few days by some high street brands stand as testimony to the value of good strategies.  During the peak retail season those brands that understand their customers best and offer the highest standards are the ones that have won out in what continues to be a challenging market.”

Research among 1,048 UK consumers highlighted the following trends:

  • One in 10 people surveyed bought most of their Christmas shopping just a few days before Christmas
  • 16-24 Year Olds are the Forward Planners vs Last Minute Baby Boomers: Of those who shopped early, it was the younger generation who were the forward-planners: ‘Millennials’ (16-24 year olds) were most organised, with almost 44% gift buying in or even before November, contrasting with the 45+ year old Baby Boomers, who were last minute shoppers, with almost a third (30.8%) saying they didn’t shop until the last week before Christmas
  • A quarter of men (26.30%) buy most of their Christmas shopping at the last minute: either the third week of December or the few days before Christmas, compared to women, half of whom  (54.80%) who bought most of their Christmas shopping before the first week of December

Frugal shoppers used targeted offers to save money

  • 15% cashed in on loyalty coupons and vouchers to pay for presents, saving an average of £68.51 each
  • Nearly one in five (19%) of 16-24 year olds said they used a gift card to pay for their shopping
  • Almost one in 10 of those surveyed (8.4%) bought their first Christmas present at Christmas in the 2013 January sales
  • Prices drove online shopping at new brands: Of those who did their Christmas shopping on a website they had never purchased from before, over three quarters (76.7%) said it was due to price
  •  A staggering 61% of those surveyed have not/ will not be shopping in the post-Christmas sales this month

Online shopping  via mobile devices  increased

  • One in five  (22.2%) of 24-34 year olds used a mobile phone for shopping, compared with 6.3% of 45-54 year olds
  • In comparison the tablet was more popular with the 45-54 year olds: 14.80% used a tablet for shopping, compared with 18.4% of 25-34 year olds
  • Patience and perseverance is the preserve of the younger generation
  • The over 55s adopted ‘shopping Ninja’ characteristics, perhaps as a result of their last-minute buying habits – and had the least patience in shopping queues, being prepared to wait to pay for only around 10 minutes, vs. the younger generation who were prepared to spend almost double that time in line for the checkout
  • Baby Boomers also spent the least time shopping online this Christmas, averaging 4 hours and 40 minutes, compared with 25-34 year olds who typically spent six hours and 19 minutes
  • Those surveyed made an average 5 trips to the shops during the Christmas period, compared to almost one in 10 (9%) who didn’t shop in-store at all over the Christmas period