""Christmas magic" no longer sells. British shoppers are acting like investors: they wait for the lowest prices and carefully weigh the value of every gift. Holiday spending in the UK is set to reach £22.94 billion in 2025. Analysis from Flowwow, a global online gifting platform, and Admitad, an international performance marketing platform, shows that predictability and transparency now drive purchase decisions."
"According to Admitad, British shoppers have become strategic "deal hunters." They delay purchases until the last moment, make heavy use of coupons (27% of orders in December 2024) and cashback deals (over 20%), and return 30-40% of items. Inflation, rising living costs, and the announcement of the Budget during Black Friday sales have also made shoppers more cautious, as they wanted to understand tax impacts before spending."
British holiday shopping has become driven by predictability and transparency, with shoppers delaying purchases to wait for lowest prices and using coupons, cashback, and returns to maximize value. Holiday spending is projected at £22.94 billion in 2025, with average December baskets exceeding $55 and peak buying periods between 9-18 and 28-30 December. Shoppers use coupons for 27% of December orders, cashback for over 20%, and return 30-40% of items. Inflation, higher living costs, and fiscal announcements during Black Friday increased caution. Retailers limit discounts, move major sales into December and January, and emphasize personalized offers. Demand shifts toward practical categories like food delivery, toys, and home goods.
Read at London Business News | Londonlovesbusiness.com
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