71% of Irish consumers agree it is reasonable for retailers to start stocking Christmas items from November onwards according to the latest Consumer Insights survey from Empathy Research.
Of 1,122 participants, one fifth of Irish consumers consumers mentioned they wouldn’t mind seeing Irish retailers stocking Christmas items as early as September.
However, just 8% would prefer if retailers waited until December to put out their Christmas stock. More men (12%) than women (5%) would also prefer to see Christmas stock only in December, while participants without children (11%) are also more likely to be of this opinion than those with children (4%).
When asked how many selection boxes they will buy this Christmas, Irish consumers said that they intend to buy an average of four. Somewhat unsurprisingly, those with children plan to buy significantly more selection boxes than those without children. On average, parents will buy five selection boxes, compared to only three among those without children.
Unsurprisingly with stores stocking Christmas products as early as September, 70% Irish adults admit they consume Christmas confectionery before Christmas Day, which can result in having to buy more confectionery items before Christmas Day. This was highest among those in the 25-34 age group, compared to all the other age groups; 16-24 years (77%), 25-34 years (82%), 35-44 years (73%), 45-54 years (64%) and 55+ years (60%).
When asked when they intend to start their Christmas grocery shopping, 8% said they have already started (survey carried out from October 21 to November 1). This was mostly driven by women (11%) than men (5%). A further one in four consumers intend to begin their Christmas grocery shopping this month while over half (52%) will wait till the final weeks leading up to Christmas.
Click here for more information from Empathy Research.
© 2014 - Checkout Magazine by Genna Patterson
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