Shoppers are not waiting for the festive season to start spending this year, new research from intu reveals. In fact most British adults have a full shopping list to complete before the end of November – but what items top the list varies from region to region.
Following evidence of increasing consumer confidence over recent months, the prime shopping centre owner, developer and manager asked 3,000 adults what they planned to buy in the three month period leading up to December. And the results offer a snapshot of short term shopping trends.
Discussing the findings Trevor Pereira, Commercial Director at intu, said: “Our latest research gives an in-depth look into how people are planning to spend their money in the next few months.
“It gives us an early indication of a confident consumer outlook which should translate into active shopping before we get to the usual, busy Christmas period.
“Planned purchases vary more by region than income and it’s interesting that many people place great importance on treats – those small rewards at the end of the week or month that add real colour to people’s lives and leisure.”
The research reveals that when it comes to luxury purchases, leisure clothes, bags and that special pair of shoes top the nation’s shopping lists. In addition 78 per cent of those surveyed said they plan to splash out on small treats, while a further 75 per cent will be spending on books.
But regardless of earnings or age, it is where shoppers live that more often than not determines what they will be buying ahead of the festive frenzy.
In London intu found that people are likely to be spending to make an impression, with items like shoes, clothing, perfume and beauty products topping the shopping lists.
In the North West shoppers are most likely to be on the lookout for a purchase for the home, something for the kitchen and toys for the children.
The majority of consumers in the West Midlands are planning to purchase home tech items along with films and music. They are also the most likely to have jewellery on their shopping lists.
Despite the onset of autumn, shoppers in the South West are still making the best out of the great outdoors, with gardening and DIY purchases the most in demand items.
Finally, in the East of England consumers intend to make the most of their leisure time, with purchases related to hobbies and crafts topping the region’s shopping list.
In terms of age, the research indicates that those aged between 18 and 24 are much more likely to be treating themselves to a new book (82 per cent) or film and music (78 per cent). This age group were also the most likely to go shopping for home tech items over the coming months.
The results also show that what shoppers intend to buy is not simply based on household income. Looking at the range of planned purchases from small treats to big ticket items, the proportion of people planning to make purchases was broadly even across income groups ranging from £10,000 a year to over £70,000 a year.
This research from intu comes ahead of a major report from the company exploring consumer leisure habits, the role of the shopping centre as a leisure destination and how shopping habits are changing with the advance of modern technology.