Examining the Early Christmas Shoppers

With Christmas just around the corner, we look at those in Ireland who are well prepared for the Christmas period and who start planning their festive shopping early.

Our TGI Consumer Data shows that most adults in the Republic of Ireland start their Christmas shopping in the November – December months, however 118,000 adults say they begin their planning in January – February, most likely making the most of the January sales to stock up for the following year.

Young adults get in the Christmas spirit early.

A more substantial but still niche 6% (241,000 people) of adults in the Republic of Ireland say they begin their shopping in July – August. Who are these early shoppers and where do they do their shopping?

Our TGI Consumer Data reveals that they are 44% more likely than the average adult to be aged 25-34, whilst those who buy Christmas presents in November or December are 28% more likely to be 65+.

It’s understandable for this younger group to start their Christmas shopping early. According to our TGI Consumer Data, they are 80% more likely than the average adult to have 11-15 people to buy Christmas gifts for and are 164% more likely to have a total expenditure of €1200 or more. Those who do their Christmas shopping in July and August tend to put some thought into their gifts. They are 37% more likely to agree that they thoroughly research products before they buy them those who wait for November and December to do their shopping are under less pressure, being 47% more likely to only have 1-2 people to buy for and 39% more likely to have a total expenditure of €75-€149.

Frequent online shoppers

Online is where this group tend to buy their gifts, with our TGI Consumer Data showing that those who plan Christmas shopping in July and August are 56% more likely than the average adult in the Republic of Ireland to do their Christmas present purchasing mostly online and 24% more likely to make purchases on the internet 2-3 times a month.

Looking at what they tend to buy online, this group are 70% more likely than other online shoppers in the Republic of Ireland to regularly purchase audio-visual equipment when shopping online and 60% more likely to regularly purchase children’s toys and games.



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