Shoppers look likely to come out in force for the January Sales but intend to spend less, confirming fears that retailers will continue to face tough conditions in the new year.


69 per cent of consumers plan to make purchases during the January Sales – up on the 64 per cent that typically buy during the clearance period – but 21 per cent intend to spend less than last year, the latest Christmas research from Gfk NOP shows. Only 17 per cent intend to spend more than last year.

Almost three-quarters of women said they intend to shop during the Sales but a higher proportion of men are willing to spend more, along with those aged 16 to 24, those on a higher income and credit card shoppers.

Gfk NOP retail research director Helen Roberts said: “Indications suggest that while footfall looks as if it will go up, average spend will go down so the net result may be no better than last year.

“Couple this caution with the difficulties retailers face and having already given away margin in the run-up to Christmas, the prospects for January don’t look that great.”

Separately, Gfk NOP’s consumer confidence index remained near record lows in December but showed a slight improvement.

Roberts said: “For the second month running there has been an improvement in the number of consumers who think now is a good time to make a major purchase, suggesting that high street deals and the small reduction in VAT have improved consumers’ views on this area.”

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