Research Shows, More Adults Will Do More Focused Christmas Shopping This Year
Published on Oct 23 2018 10:20 AM
There has been an increase in the proportion grocery shoppers who claim they will do more focussed Christmas grocery shopping this year, with some 3 in 10 (30%) shoppers claiming they will carry out a dedicated Christmas food shop and almost 1 in 5 (18%) claiming they will stockpile food and alcohol in the run-up to Christmas.
Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,000 adults aged 18+, sought to understand planned shopping behaviour this Christmas.
This focus on Christmas specific grocery shopping means that there has been a reduction in the proportion of grocery shoppers who will do their normal shop and buy a few extra items (44% from 51%).
However, not all of this shopping will be conducted in the Republic of Ireland, with almost 1 in 5 (18%) grocery shoppers claiming to have already conducted or plan on conducting some Christmas grocery shopping in Northern Ireland this year, in line with 2017 levels (19%).
Almost 6 in 10 (56%) of those shoppers who will visit Northern Ireland for grocery shopping this year, claim they typically always visit Northern Ireland for Christmas grocery shopping.
There is just over a third (36%) who claim they go to Northern Ireland for grocery shopping but not every year, while 1 in 12 (8%) who plan on going to Northern Ireland for Christmas grocery shopping this year claim it will be their first time going.
Amongst those who will conduct a grocery shop in Northern Ireland this year, there are several factors at play influencing this decision, with cheaper alcohol prices (56%) and food prices (50%) to the fore. Almost half (48%) of those who will shop in Northern Ireland claim they do so because there is a better range of products available there.
For further information and more in-depth analysis on the shopping behaviour of grocery shoppers this Christmas, please contact Robbie Clarke at Empathy Research.