Six trends to pay attention to this Christmas
We don’t need to preach how important the final quarter of the year is for everyone working in retail. We feel it too.
Every sale matters at this time of year. And every decision you make as a retailer counts. So we’ve picked out some of the Christmas trends to help you maximise sales opportunities this season.
1. Starting early
For the past few years, Christmas shoppers have been starting earlier each year, spreading their spending across more salary instalments. A survey by retail software platform Bazaarvoice highlights September and October as a key period for festive retail as consumers seek out bargains for their wishlist. For many, Christmas is an occasion worth planning all year round for, and as retailers you can help your customers prepare.
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2. Experience driven
Christmas has become a month-long affair. It’s very much about creating special moments and rituals, from that first visit to Santa’s grotto to sharing family pictures in matching pyjamas. Events are a great opportunity to draw visitors to your retail or visitor attraction to help them keep the magic going throughout December.
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3. Millennial led
This year will see the majority of household Christmases led by millennials for the first time. This generation is said to appreciate handmade decorations and baked goods at this time of year, and is more likely to shun traditional food in favour of more contemporary or plant-based choices.
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4. Social media influences
According to a recent Retail Week survey, people will shop everywhere this Christmas, with 50% of UK consumers expected to buy gifts both online and in stores. Social media is growing as a source for festive shopping, not only in driving sales online but in influencing people's product choices. So, make sure you inform yourself of the latest social media trends and highlight your best products through your own online channels.
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5. Nostalgic and traditional
Nostalgia has been appearing in Christmas décor trends for a few years. With so much consumer choice at this time of year, some people are craving the simplicity of their childhood Christmases. We’re seeing the return of traditional advent calendars, where each door reveals nothing other than a picture. Vintage styles are also making their way into people’s homes, and paper decorations are set to be popular this year. We’re here for making paper chains and cutting out snowflakes!
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6. Cosy crime & mysteries
We all know how popular the cosy crime genre has become but did you know that sales of books with 'murder' increase in the run-up to Christmas? Murder mysteries don't seem like an obvious festive trend but the stats show they make a popular gifting choice, and for many people Christmas is a time for switching off with a hot drink, a blanket and escaping into a page-turning whodunnit. Our Christmas collection features plenty of festive murder mysteries and ghost stories.
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