53% Of Brits To Make Use Of Pre-Christmas Discounts Rather Than January Sales

Christmas retail advertising

More than half of Britons will prefer to make use of pre-Christmas discounts as opposed to January sales this festive season, with 14% citing plans to spend more in the lead-up to Christmas than the previous year, according to insights from RedEye’s Pre-Christmas Sales Report.

The customer relationship management solutions provider predicts that pre-Christmas sales will attract over 25 million consumers both online and in-store, who will splash out an average of £174 each on purchases. Black Friday in particular, which traditionally heralds the start of shopping frenzy in the US but is also gaining popularity in the UK, will bring £4.4 billion in sales to retailers.

RedEye, which polled 2,000 British shoppers, also found that women will be more active in the pre-Christmas sales period, with 48% of them planning to do the Christmas shopping in November in order to make the best use of discounts. Male shoppers, unsurprisingly, appeared to be less organised, as 39% admitted they would wait to buy Christmas presents until the last opportunity.

The research further established that a third of UK consumers will shop through their mobile device this festive season. Smartphones and tablets will be the top shopping assistant primarily for younger people, with 56% of them to research all of the products they plan to buy this Christmas via their gadget. Three in five will likely compare prices on their device while in-store to make sure they are getting the best deal possible.