The Four Types of Christmas Shopper

SMART FOCUS The UK's Four Types of Christmas Shopper - 2014 Prepared Pam Model Maria Typical Toby Last-Minute Larry "I'm a real early bird! I spend a lot "I suppose you could say that "As a guy l'm conscious of our "I'm really against the clock on of time browsing for gift ideas online and I prefer to shop on smart websites. I want the perfect I'm a regular type of shopper, but I do like a bit of efficiency! I shop both online and in-store terrible shopping stereotype! Not this one! I leave all my shopping me though, I prefer to get most until the last minute. I don't have of my gifts bought beginning of time for anything else and the gifts and I'm not swayed by deals and firmly believe Christmas December. I buy in-store more than online - | like to see the gifts shops shut early on Christmas and discounts - I just want to get isn't about the money you Eve! Otherwise, I'm all about next everything done promptly." spend but the gift you give." I might buy before I do it." day delivery - a real life saver." PAM'S PROFILE MARIA'S PROFILE TOBY'S PROFILE LARRY'S PROFILE Age 25-34 Age 45-54 Age 35-44 Age 18-24 From UK suburbia From UK suburbia From UK suburbia From UK cities Shops Before or during Shops During November/ Shops Beginning of Shops Week before and November start of December December Christmas Eve Preferred shopping channel online (18%), Multichannel (41%), shopping channel online (36%), in-store (23%) Multichannel (45% ), shopping channel online (33%), in-store (22%) Multichannel (77%), Preferred Multichannel (64%), Preferred Preferred shopping channel online (18%), in-store (5%) in-store (18%) Browses online Most of the time Browses online Lots of the time Browses online Some of the time Browses online Some of the time Browses in-store Lots of the time Browses in-store Lots of the time Browses in-store Some of the time Browses in-store Some of the time Shops for 13 people Shops for 12 people Shops for 7 people Shops for 7 people Spend per person £49.24 Spend per person £38.60 Spend per person £40.12 Spend per person £31.93 Total spend £640.12 Total spend £463.20 Total spend £280.84 Total spend £223.51 THE UK'S FOUR TYPES OF CHRISTMAS SHOPPER - 2014 www.smartfocus.com