Most people plan to have completed their Christmas shopping by the end of November, consumer research for John Lewis has found.
The study also indicated consumers intend to spend less this year and despite the rise of online during the Covid-19 pandemic, many intend to do at least part of their seasonal shopping in stores.
The survey, carried out for the retailer by OnePoll, found 60% of people expected to have done all their seasonal shopping by the end of next month. More than half said they would spend less but would be “more thoughtful” about what they buy.
Twenty-four per cent said they have already been to shops for Christmas presents and will do so again, while 54% said they had not visited shops yet but intend to.
Retailers have been encouraging consumers to shop early this year as the Covid-19 outbreak continues to disrupt previous habits and a variety of restrictions are in place around the UK. Online has grown rapidly during the emergency, raising concerns about capacity in the run-up Christmas.
The poll found 44% of people plan to have gifts delivered directly to recipients while 20% said they plan to send vouchers or gift cards this year.
As many people fear the prospect of unemployment and ongoing economic difficulties, the study found 47% of those planning to spend early said spreading the cost was a big factor for them. John Lewis’ Christmas shop sales are up 63% year on year.
John Lewis Christmas buyer Dan Cooper said: “It will undoubtedly be a Christmas like never before and one we know will be very challenging for many, but there seems to be a determination to end the year on a positive note and indulge in the festive spirit earlier than ever.
“Shoppers are understandably wanting to capture as much of the traditional experience and celebrations as possible. For many, that includes a trip to the shops.”
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