Time to get your skates on because Christmas has arrived early.

According to Ocean’s consumer panel, @TheLocal, 76% of people are already out doing their Christmas shopping. And new insights from Kantar reveal that 648,000 shoppers have already bought a Christmas cake, while 14.4% of households picked up mince pies in October.

Almost a third (31%) of all consumers still expect to be shopping during December. However, some 43% reckon they plan to have finished their shopping before Black Friday, which falls this year on the 29th November (source: IPA Opinium annual survey).

What’s the big deal?

• 16 to 34-year-olds were the keenest Black Friday shoppers last year, with 44% of people purchasing a deal in store (source: Ocean Outdoor @The Local).

• 82% of 18 to 24s and 75% of 25 to 34s plan to spend at least a quarter of their festive budget on Black Friday. An ideal opportunity to turn younger browsers into customers.

• 18 to 34s say they are 13% more likely to prioritise deals when purchasing Christmas gifts (source: Opinium / IPA; Ocean Outdoor @The Local 2024).

• On the other hand, 85% of over 75s and 73% of 65-74s do not intend to spend any of their budget during the sales and discounts bonanza, presenting a different opportunity for brands outside of the Black Friday period.

Where the people are

Importantly for retailers and brands, 18 to 34s make up the majority of Westfield’s footfall (51%); with 33% of their visitors aged 35 to 54 (source: YouGov August 2024).

Across the two Westfield retail and leisure destinations this quarter, footfall is up 6% versus the average in 2023, dwell time is up 7% and average spend per customer is up 10% (source: Westfield).

And more people visit malls during the Black Friday period seeking sales and discounts.

At St James Quarter Edinburgh, Black Friday footfall typically grows by 40% during November. Total sales on Black Friday 2023 was £1.6million, up 14.4% compared to 2022 (source: St James Quarter).

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Time to dream BIG

With Black Friday around the corner, the grocery chains will be hoping to capture a slice of the action. In the week up to the 26th November last year, online and offline sales for typical Black Friday categories across all high street retailers were £1.6 billion higher than during an average week in 2023 (source: Kantar World Panel).

Which means price and value still matter. Grocery giants Lidl and Tesco are leading the way with campaigns that focus on value and range. Sainsbury’s, meanwhile, is planning a special build at Westfield London’s Pump Station, featuring 2D cut out elements of the BFG and its Christmas dishes.

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What the Dickens

The average British shopper expects to spend almost £600 on Christmas-related products and activities (including food, gifts, decorations, socialising and travelling) during the 2024 festive period (source IPA Opinium annual survey).

Christmas past – for healthy income households with more disposable cash (even though inflation has inched up), 2024 could well see a return to pre-Covid peak spend, swapping everyday economy lines for more indulgent ranges.

Sitting at the premium end of the spectrum, OOH locations including our new West End triumvirate of Carnaby Street, Leicester Square and Piccadilly Lights are well positioned to reach shoppers seeking a little slice of luxury. 

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Christmas present – most UK households are likely to still be in recovery mode, splashing a bit more on gifts for family and friends as they manage to put a little distance between themselves and the cost of living crisis.

Roadside and retail OOH environments are perfect for capturing the midmarket and those consumers looking for return to a relatively normal, traditional Christmas.

Christmas yet to come – for those households who find Christmas a strain on their finances, brands that stand out through a genuine connected empathy and good value deals will have a definite advantage, making OOH networks like The Loop the perfect signpost for brands and retailers to tailor their messages around affordability.

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Jingle tills

Christmas Day falls on a Wednesday, providing more opportunities for shopping and leisure activities. The experts say people are likely to hit the shops harder than in the previous two years (with a full weekend and two weekdays before the big day) leaving plenty of time for last-minute purchases and impulse buys.

To find out more about shopper trends and how to tap into the Black Friday and Christmas season, email sales@oceanoutdoor.com.

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