As gift retailers know only too well, the main Christmas rush comes in December. But this year, due to the pandemic and the government’s restrictions, things have been very different. According to the latest John Lewis survey, conducted by OnePoll, (released prior to the announcement of the four week lockdown in England) consumers have been preparing for Christmas early, both in-store and online.
Only 2% are planning to leave their shopping until Christmas Eve this year. Almost a quarter of those surveyed said they had already visited a high street shop, or were intending to do so, with 60% of people predicted to complete their Christmas gift purchases by the end of November. Only 8% said they would leave their festive gift buying until the week before Christmas.
Almost a third of those surveyed said they were planning Christmas earlier than usual this year. Of those, 74% said they were shopping early for gifts, 39% are already stocking up on food gifts and a third of people would be putting up decorations earlier than usual. Almost a quarter of respondents are planning to give a gift to a neighbour or a member of their local community – twice as many as last year. Making up Christmas stockings is also proving popular, with sales up by 45%.
Almost half of respondents said that spreading the cost was a big factor this year, while over 50% said they planned to spend less on gifts but would make more thoughtful purchases.
“It will undoubtedly be a Christmas like never before and one we know will be very challenging for many, but there seems to be a determination to end the year on a positive note and indulge in the festive spirit earlier than ever,” said Dan Cooper, Christmas buyer for John Lewis. “People are giving more thought to how they stay in touch with friends and family and how they can make someone’s Christmas that bit more special.”
Dan continued: “Shoppers are understandably wanting to capture as much of the traditional experience and celebrations as possible. And for many that includes a trip to the shops so we have put as much effort into ensuring our customers know they can shop easily and safely for everything they need under one roof this Christmas.”
John Lewis Christmas shop sales are up 63% on last year, with its virtual Christmas shopone of the most viewed pages on johnlewis.com. Advent calendars are up 48% this year, while Christmas baking kits are up 65%.
In addition, almost 40% of people plan to decorate areas around the house that they haven’t decorated in previous Christmases in readiness for video calls with family and friends.
Top: Christmas has taken on a new meaning this year.
