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BizReport : Ecommerce : November 20, 2013


Savvy Marketing data suggests increased consumer spending this holiday season

According to new data released by Savvy Marketing in the U.K., Christmas 2013 will see a rise in consumer confidence and increased spending.

by Helen Leggatt

Data from the firm's Savvy Shopper Panel suggest that 25% of Brits expect to spend more this Christmas than they did last year. According to Savvy Marketing, 2012 saw "lacklustre Christmas trading" but there are "positive signs" signaling improving consumer confidence.

One such sign is the creative behind Christmas advertising on television. While last year focused more on the family life aspect of Christmas, this year sees the "magic and sparkle" of Christmas return to the screens.

As other research has suggested, Internet and mobile will feature highly in this year's shopping experience. Savvy Marketing's data shows that over a third (37%) expect to shop more online this year than last. Mobile ownership in the UK, both smartphones and tablets, will prompt more to use their device in the purchase journey.

Savvy Marketing notes that, while household tablet ownership has risen from 28% to 46% since last Christmas, just 19% say they will use their tablet to make a purchase. "We anticipate many will use them to research Christmas presents and look for inspiration," says Alistair Lockheart, Head of Insight at Savvy Marketing, on the company blog.

Recent research from Vibes also shows consumers using their mobile devices for product and store discovery. In their recent survey, over half (53%) of shoppers armed with mobile devices plan to use them to look up product information in order to trigger purchase decisions, while 43% will use them to look up opening hours and store locations.

Tags: consumer spending, holiday 2013 ecommerce, mobile, UK










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