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Wunderman - UK


Wunderman and YouGov track new consumer spending habits this Christmas

What do the Christmas supermarket trading figures tell us about retail’s future?

Aldi has been the first of the supermarket chains to announce its sales figures for Christmas and it’s hardly surprising given they have every right to be feel festive. Sales grew by 15 per cent year-on-year exceeding £10bn for the first time in the UK and Ireland. 

These results align to Wunderman’s recent research into the Christmas grocery spending plans of 2000 Brits. The survey revealed a quarter of respondents planned to trade up to premium supermarket ranges but less than one in five (19%) wanted to spend more than £100 over and above their typical shop, with 16% suggesting they would only spend between £26-£50 more.

Pip Hulbert, Wunderman UK CEO, said: “We conducted this research because we wanted to understand how retailers are designing their experiences at key times of the year, and how these experiences are translating to shoppers – both good and bad. Our Customer Experience team then takes this research and analyses it in forensic detail in order to help businesses design experiences that actually matter to customers today.”

Read more of the report’s findings on The Guardian