Christmas shopping begins up to four months early for many Britons with around 20% of consumers starting it by September and a small-but-significant 5% actually shopping all year round with Christmas in mind.
Pricewaterhouse Coopers (PwC) has released its 2017 Holiday Outlook which reinforces the need for strong experiential marketing and contains good news for retailers, revealing Gen Z shoppers will be in store this year.
91% of shoppers plan to shop at physical stores, 92% of which are millennials. The ICSC expects consumers to begin shopping before Thanksgiving, and over a quarter of consumers began shopping in August.
A report from Mintel found that younger consumers are likely to say they enjoy shopping in stores on Black Friday. 45% of holiday shoppers are out for the best deals, regardless of whether it's online or in-store.
Shoppers may be bargain-hungry and keen to take advantage of discount events, but if retailers get it wrong, they could end up alienating the consumers they want to attract to their stores and sites, new research shows.