Families with kids already saving to spend for Christmas: IGD
60% of shoppers agree that a rise in costs would “seriously” affect how much they spend on special occasions this year.
Nearly half of shoppers with children at home are already aiming to save money day-to-day so they can spend as much as they normally would this Christmas.
Latest shopper insights from IGD reveal 54% of shoppers that have children aged 0-4, 47% who have children aged 5-10 and 45% who have children aged 11-18 are already saving, or are thinking about saving money to be able to afford Christmas this year.
This is in contrast to the 16% of shoppers without children who have already started saving for the festive season.
“Throughout the pandemic period we predicted that once COVID-19 restrictions lifted, shoppers would be keen to celebrate special occasions to make up for time they lost during lockdowns,” IGD head of shopper insight Rhian Thomas said.
“However, in 2022 this may be affected again as the rising cost of living affects how much shoppers have to spend on these occasions, particularly the least affluent and shoppers with young children at home. These groups will still want to make the most of special occasions, however, so providing options that enable them to do this with stretched budgets should be a key consideration for businesses this year.”
60% of shoppers agree that a rise in costs would “seriously” affect how much they spend on special occasions this year.
“Offering this group of shoppers the ability to save money for big occasions like Christmas, while continuing to buy your products, such as through a loyalty card savings scheme, could be a good way to lock in their spend, but still allow them to save for big occasions,” Thomas concluded.
