UK consumers are starting their holiday shopping earlier this year, driven by a desire to spread out their spending and find the best value gifts. However, the cost-of-living crisis continues to have an impact on spending over the festive season, with many shoppers worried about how they will finance their holiday purchases, according to the latest EY Holiday Shopping Survey.

The EY survey, which polled 1000 UK consumers on their views and attitudes towards the upcoming holiday sales season, revealed that while 64 per cent of UK consumers enjoy sales events like Black Friday and Boxing Day, an equal percentage will only buy on sale to stay within budget Almost three-quarters (73 per cent) are sceptical about the real value of festive season discounts with 55 per cent of consumers willing to pay full price for important gifts rather than wait for sales.

Concerns remain about how to afford the festive season

Festive promotions started earlier this year, with many retailers stocking Christmas goods alongside Halloween products. This prompted early Christmas shopping trips, with nearly half of consumers (46 per cent) beginning their festive shopping before November. However, there is a growing focus on affordability, with more than half of consumers (53 per cent) concerned about affording the holiday season.

To manage costs, 45 per cent plan to use credit, and 40 per cent intend to utilise “buy now, pay later” options. Price is the most critical factor for 48 per cent of consumers when choosing which retailer to shop with, overshadowing other factors such as quality, availability, and promotions.

Silvia Rindone, EY UK&I Retail Lead, said: “Consumers are clearly adapting to the current economic climate by starting their holiday shopping earlier to pick off early bargains, and being more strategic with their spending. While the cost-of-living crisis remains a significant concern, it’s encouraging that shoppers are finding ways to manage their budgets and still prioritise meaningful gifts for their loved ones.

“Retailers have an important role to play in supporting consumers through this period by offering flexible payment options and must clearly communicate their value proposition to shoppers, attracting price-sensitive customers with great prices, and clear articulate of the value for the premium parts of their range. When it comes to sales, they need to carefully consider the timing and depth of promotions, and whether these are truly the best options for their customers.”

Bricks and clicks no longer enough

Stores remain key to festive shopping, with 70  per cent of consumers planning to make purchases in physical stores, which serve as the primary source of ideas and inspiration and allow customers to experience products before purchase.

However, the majority of UK consumers will also be shopping on online channels, with 70 per cent planning to shop with online-only retailers, 52 per cent with omnichannel retailers, 45 per cent with marketplaces, and 33 per cent with brands online. Social shopping; the selling and buying of products directly on social media, is becoming increasingly important, with 20  per cent of consumers expecting to purchase from shoppable social content, rising to a third (33  per cent) of Gen Z, who use social media for inspiration and rely on influencer and peer reviews. Shorter delivery propositions are also key, with 22 per cent preferring same-day delivery and 37 percent next-day delivery, while only 30 per cent prefer to use the retailer’s default delivery day.

Additionally, 53  per cent of consumers will find another item to buy to meet the minimum purchase amount for free shipping.

Silvia Rindone, added: “To succeed, retailers must have a presence everywhere—standout stores or pop-ups, and a strong proposition across all digital channels, including social media, to drive both online conversions and in-store traffic. This broad approach adds complexity, as retailers must also tailor their messages to meet individual consumer needs on the channels that matter most to them.

“The next few months are a critical time for many retailers. As their labour costs will increase next year, they need to make sure they drive margin in this Golden Quarter so that investments can be made in their proposition. Shoppers are willing to spend if the price is right, and the proposition is strong, so continuing to run as efficiently as possible while steadily improving the experience for customers is key. Much like the last few years, the market is getting tougher, and only those able to continually evolve will thrive.”

Big-ticket goods make a comeback

In a ray of light for electronics retailers, consumers appear to be returning to high-value categories such as tech and electronics, with 29  per cent planning to spend more on the category as they replace equipment bought during the pandemic. Spending is also increasing on big-ticket items, with 31  per cent expecting to spend more on experiences like dining out, travel, concerts and spa breaks

Younger consumers (18 – 27 year-olds) are expected to spend more this festive season, with over a third of Gen-Z consumers planning to increase their spending, particularly on food and beverages.

Prioritising budgets

Meanwhile, 27 per cent of consumers expect to spend less on home and kitchen products. Half of UK consumers plan to wait for sales on clothing, accessories, and tech and electronics. To stretch their budgets further, 82  per cent plan to minimise food waste, 64 per cent will buy fewer decorations, and 52  per cent plan to reduce lighting to save electricity. Additionally, consumers are continuing to make more conscious choices with almost half (45 per cent) planning to buy more second-hand gifts, rising to 60  per cent of Gen Z, and almost half intend to buy more local products and from sustainable brands.