Dallas, Texas (PRWEB) April 20, 2013
These reports provide an in-depth understanding of how consumers behaved over Mother’s Day 2013, Valentines 2013 and Christmas 2012: what did they buy, why did they buy it and where did they shop, are all examined. In addition, these reports examine people’s opinions of retailers and of what they are looking for when buying. The report is driven by unique consumer data and interviews.
These Retail Occasions series helps to understand how consumers are shopping across the various events and occasions in the retail calendar. For each occasion we analyze the results of a large consumer survey to understand what’s happening and what it means for you.
UK Retail Occasions: Mother's Day 2013 - http://www.reportsnreports.com/reports/236059-uk-retail-occasions-mothers-day-2013.html
ACCEPTED ANNUAL OBLIGATION
Met with much less resistance compared to occasions such as Valentine’s Day, the purchase of products such as Mother’s Day cards and flowers is viewed as very much an accepted annual obligation; undertaken by a high proportion of shoppers. Indeed, a majority believe the Mother’s Day occasion to be an important one, with only a small proportion citing guilt as a purchase motivator, highlighting the high buy-in into the occasion.
ECONOMIC CONDITIONS HAVING AN IMPACT ON SPEND
Nonetheless, almost a quarter of consumer said that they spent less on Mother’s Day 2013 than the year previous; hardly surprising when considering that over a third consider themselves to be worse off financially against a backdrop of squeezed disposable incomes and rising living costs. Moreover, while a majority said that they spent roughly the same amount, once high inflation - particularly on food - has been factored in, volumes have been negatively impacted.
A FOCUSED PURCHASING PROCESS
The Mother’s Day purchasing journey is generally rather narrow and focused, with the majority of consumers purchasing a card, and flowers and food and drinks both commanding clear pre-eminence in relation to gift purchases. Just under quarter said that they find it difficult to buy the right thing for Mother’s Day. This not only reaffirms the importance of price and convenience in driving demand, but also means that boasting high quality, edited choice in traditional categories is imperative.
POTENTIAL AROUND THE MOTHER'S DAY MEAL
The general trend towards dining-at-home provides big opportunities for grocers. Given that many food purchasers are men, of particular importance is ensuring that meal solutions which are convenient and easy to prepare are provided. These can be linked with meal-deal promotions which help drive perceptions of value for money. As Mother’s Day lunch or dinner coincides with the time most families would have a traditional Sunday roast, marketing meat and vegetables is also important.
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UK Retail Occasions: Valentines 2013 - http://www.reportsnreports.com/reports/236058-uk-retail-occasions-valentines-2013.html
RISING CYNICISM TOWARDS VALENTINES
almost a third of consumers said that they spent less this Valentine’s than the year previous. Linked-to - and perhaps a by-product of - much more constrained financial circumstances is a rising sense of cynicism surrounding the occasion. A high proportion of consumers place very little personal importance to the occasion, with the majority believing it to be a waste of money.
A SENSE OF SOCIAL OBLIGATION FOR THE OCCASION
Despite a high level of cynicism, over half of shoppers purchased at least one product for Valentine’s. The occasion has evolved to the extent that consumers feel a sense of obligation to purchase products, regardless of their personal level of apathy. This provides potential opportunities for retailers that can successfully tap into these feelings; for example through taking a different approach in marketing and fostering greater inclusion.
GUIDING PURCHASING IS IMPORTANT
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UK Retail Occasions: Christmas 2012 - http://www.reportsnreports.com/reports/236054-uk-retail-occasions-christmas-2012.html
CHRISTMAS NOT IMMUNE TO WIDER ECONOMIC PROBLEMS
While a slightly higher proportion of consumers said that they spent more this Christmas compared to the year previous, in the context of rising inflation - particularly in food - the overall picture was much less rosy - with volumes in decline. Although consumers do prioritize Christmas to a much larger extent than other occasions, there has been an increasing tendency to reduce the more wasteful aspects of spending.
EVOLVING VALUE EXPECTATIONS IN FOOD
Running in parallel to a rising focus on price, which is driving higher promiscuity among consumers, has been evolving value expectations. The importance of quality holds marked importance at Christmas. Against this backdrop, private label has come to represent a key differentiator among the major grocers, particularly considering the majority now operate a form of branded price matching.
INSPIRATION AND IDEAS IN GIFTING
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