With Christmas just around the corner, we asked our friends in The Studio what to expect this festive season.
It’s going to be a very meaningful Christmas with a lot of people planning on splashing the cash and spending their lockdown savings on their nearest and dearest. So with that in mind, let’s take a look at the latest TGI data for the Republic of Ireland.
People are thinking ahead and the number of listeners already planning what to buy for Christmas has grown by 76% compared to last year.
September to October has seen a rise in the number of listeners planning their Christmas shopping with 1 in 3 early birds starting to think about Christmas presents during these two months (39% of listeners). Over 80,000 listeners started their planning as early as July – August.
Of course, not everyone is as organised, with 587,000 of listeners waiting until November or December to start their shopping.
This year, shoppers will have less people on their Christmas list with over 560,000 urbanmedia listeners buying gifts for five people or less. This is an increase of 8% on last year. Over one million listeners plan on buying gifts for between 1 and 10 people this Christmas (883,000 last year).
While listeners may be buying for fewer people, quality beats quantity with total expenditure on Christmas gifts expected to be higher amongst urbanmedia listeners (up from €516.7m to €634.6m) with an average spend on gifts by listeners up 13.5% year on year (up from €460.84 to €522.83).
Consumers Association chief Dermott Jewell said people will feel they deserve a bumper Christmas this year after almost two years of the pandemic curtailing their spending options. “From listening and reading comments on social media, you can tell people are looking forward quite significantly to Christmas and having a good one because they believe they deserve it, and they’re right,” he said.
It’s no surprise that online shopping is increasing in popularity with over 1 in 4 listeners browsing their favourite stores online to buy presents (+36.5% year on year). urbanmedia listeners are 5% more likely to do so than the average adult in Ireland. The high street is back too with 420,00 listeners planning to use a mix of online and in-store shopping, which is up 23.9% from last year.
Studio is our creative department, who we work closely with on our larger projects. They create campaigns that harness emotions to change how people think, feel and act around commercial brands for our clients and agencies. They do this by telling stories that entertain, excite and inspire across all platforms; digital, print, video, social, audio, events and more.
Source: TGI Republic of Ireland 2020/2021
Base: Weekly listeners of urbanmedia stations
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