Nearly 60% of consumers will treat Christmas as usual this year and intend to spend the same as last year despite the economic crisis, according to a new survey.
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Deloitte’s Christmas Retail Survey found that 57% of consumers said they are unlikely to change their behaviour.
Of this group, the majority were from the 16-24 year old age group.
The survey also found that 24% of consumers will cut back on their spending, while 19% said they will up their spending from 2007.
With department stores expected to perform less well this Christmas, head of UK retail Tarlok Teji believes this year we will see a “supermarket sweep” with more (66%) consumers using supermarkets for their gift shopping.
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By GlobalData“The supermarket is the only channel showing real growth as a destination for Christmas food shopping, capturing 79% of food shoppers, up 3% from last year.
“Both retailers and consumers agree on one thing in our survey, that 2009 will be the toughest on record. There are likely to be clear winners and losers this year and some casualties in 2009.”
Of those polled, 76% cited convenience for the shift to supermarkets, while 55% said value was the defining factor.
“Even where consumers are saying they intend to make cutbacks, these seem to be small scale adjustments rather than fundamental lifestyle changes,” added Taji. “So stories of Christmas being cancelled, we believe, have been overplayed.”
