A new consumer survey from Talon Ireland, conducted by its research partner, Spark Market Research, reveals that three in four (73%) Irish shoppers have said that they plan on spending more money or the same as they did last year for Christmas.
Caroline DeCourcy, research and insights director, Talon Ireland, said, “It’s really interesting to see that, despite growing financial concerns, people are getting into the festive spirit earlier and [are] excited to celebrate together with friends and family without Covid restrictions.”
The consumer survey from the out-of-home agency shows that a quarter (23%) plan to shop for Christmas in October and 22% in November – the key priming periods for early shoppers in Ireland.
This offers a clear opportunity for brand campaigns to kick in and reach those already in planning-and-buying mode.
When looking at the differences between spending power this year versus last year, research suggests that 26% of respondents have more disposable income than they did in the previous year, with 35% expecting to spend more than they did last year.
The research indicates that the Irish public is geared up for a larger Christmas this year, with 33% planning more family gatherings.
More guests means more food, and 53% plan on trading up to a more premium retailer, with only one in five (20%) shoppers staying loyal and sticking with his/her usual store.
In-Store Versus Online Shopping
When looking at the in-store versus online shopping patterns, the research reveals a stark difference from last year.
In 2021, 45% of shoppers planned on doing all of their Christmas shopping online, while this year that figure is expected to decrease by 31%, to 14%. Some 38% of Irish shoppers plan on doing a mix of in-store versus online buying.
The data indicates that many Irish consumers are planning to buy their gifts in person, with 47% planning to visit shopping centres, 24% visiting the high street, and 30% doing a mixture of both.
“The mood feels optimistic, but brands must consider the wider context and remain sensitive in their approach, with adapted strategies that strike the right balance between festive and considerate,” DeCourcy concluded.