Extensive research by Thrasio, the world’s largest acquirer of Amazon businesses, into consumer behaviour and spending patterns has revealed how supply chain disruption is leading to consumers speeding up their Christmas purchasing plans.
A survey of 2,000 UK consumers revealed 56% completed their shopping by Friday 26th November – with 51% saying that this is much earlier than usual due to fears they have over potential shortages. The level of concern cited by survey respondents correlates with disruption experienced during the fuel crisis in October. 54% of Londoners said they were concerned versus 30% of residents of Yorkshire and Humberside and 33% of those living in the North East of England.
Christmas purchasing plans
Thrasio’s research suggests 48% of Christmas goods will be bought online this year with the biggest rises seen in the oldest and youngest age groups: 18-24s will do 42% of their shopping online (34% in 2019) and 41% of 65+ (33% in 2019). 35-44 year olds lead the way with 51% (46% in 2019). When the figures are broken down further it reveals that 49% will do more than half their shopping online – up from 40% during the last lockdown-free Christmas in 2019. 16% of this group intend to buy at least three quarters of all their Christmas products online.
Christmas 2021 is likely to be a high-spending affair with nearly a quarter of respondents stating they will spend much more on presents and celebrations than usual. This compares to only 16% who say they will spend less. 43% of 18-24s and 32% of 25-34 reported that they plan to spend much more compared to 2020. Londoners lead the way with 40% saying they will spend more compared to only 11% of Yorkshire and Humberside residents. The biggest spenders are set to be in Northern Ireland with £765 per person, Wales at £671 and London at £598. East Anglicans plan to spend the least at £480.
“All the indications are that online sales in the lead up to the festive period will be the biggest on record. Supply chain issues coupled with the growth in ecommerce and a bounce back in spending from last Christmas’s damp squib mean that consumers plan to spend more, spend it earlier and spend it online.
Our research has produced a lot of interesting details. For example, online purchasing will have risen 10% in two years. It shows that half the population will buy nearly half of all their goods online – a profound shift in consumer behaviour. Crucially, the growth is across all demographics and regions. As younger people have recorded the biggest growth this is likely to be a permanent change.”
– Jim Mann, Director of UK Acquisitions, Thrasio