It’s never too early for retailers to get ready for the Golden Quarter - the pivotal period of sales that covers Black Friday, Cyber Monday and Christmas. For brands looking to boost buyer intent, it’s also crucial to really understand shopper behaviour, attitudes and expectations - especially in the current economic climate - which is why our latest report is jam-packed with festive consumer insights and gifting trends.

Sharing our survey findings from over 2,000 UK shoppers, Make Golden Quarter 2024 shine gives an up-to-date snapshot of how shoppers intend to spend this year, and taps into the shifts and sentiments of the season. The report also highlights the current consumer mood when it comes to Christmas shopping, making it a must-read for any online retailer. 

Bigger budgets

Although more than 1 in 2 shoppers are aiming to spend around the same as last year on Christmas gifts, over 13% of consumers confirmed that they’ll be increasing their budgets for 2024 despite the cost-of-living crisis. This percentage is even higher for younger shoppers, with a third of 18-24 year olds set to spend more, which is in line with the Q2 results of the Deloitte Consumer Tracker that shows consumer confidence is at its highest level in three years. 

Our report also estimates that the average Christmas shopping budget this year will be around £567, however the range is pretty diverse, with over half of all respondents planning on spending anything between £100 and £1000. Overall this suggests that consumers are cautious but confident, promising a stronger retail performance than the previous Golden Quarter.

Spread out spending

Just over a quarter of consumers plan on making purchases more than a month before Christmas, and 4% are well-organised early birds who’ve already made a start, however the majority will hold off a little longer.

23% are looking to pick up gifts between 1-3 weeks in advance, and 18% will begin shopping within a week of major sales events. Spontaneous shopping is even more likely across younger age groups, with 13% of 18-24 year olds and 10% of 25-34 year olds planning on buying gifts just 1-2 days prior, which means savvy retailers can still capture sales right up until the last minute. 

Purposeful purchasing

The environment remains high on the agenda for many shoppers this Christmas, particularly among younger customers. Our survey shows that 18% of 18-24 year-olds are interested in sustainable products, offering a significant opportunity for brands to attract conscious consumers.

The findings also indicate that more than 1 in 5 prefer to support independent retailers over major merchants, rising to 2 in 5 for those aged between 18-34. Responses varied significantly from one region to the next - with Londoners much more likely to shop with small online brands - highlighting the importance of carefully targeted campaigns.

Christmas classics

While a quarter of shoppers are still undecided on what kind of gifts they’ll be choosing for friends and family this year, the mainstay Christmas categories of gadgets and electronics, skincare and cosmetics, and fashion and accessories are in the lead across all age groups. 

Our survey results also show that around a third of shoppers aged between 18-24 expect to splash out on luxury items, which is markedly higher than other demographics, and highlights the ever-increasing value of Gen Z shoppers to retailers of all sizes. 

Is your online store ready for a boom in business? Get expert advice and insights from Make Golden Quarter 2024 shine - click here to download your free copy of the full report.