2024’s festive retail trends unwrapped
When it comes to sales, Christmas has usually been a sure thing for retailers, particularly in the gift & lifestyle sector. However, the events of the last few years have introduced unpredictability to the market.
The good news is that books remain a popular gift choice with 47% of consumers in a Toolbox Marketing survey* citing them as a preferred gift choice. In the same survey, recipient interests and hobbies informed the gift choices of 32.5% of Christmas shoppers, and many of our non-fiction bestsellers reflect popular leisure pursuits.
The UK has officially moved out of its recession. However, some households are still holding on to recessionary habits. So, what will this mean for Christmas spending? We did some research to pick out the trends and behaviours that we think will influence festive retail this year.
1. Last-minute shopping
With Christmas falling on a Wednesday, many families are set to take early leave from work to cover school holidays, which may boost retail footfall close to the big day. Data from Mail Metro Media in Retail Week identified a 12% increase in people planning more time off. While, the Institute of Practitioners in Advertising’s report found that 31% of consumers expect to still be shopping in December, suggesting there will be plenty of last-minute sales to be found this year.
Inspiration for last-minute sales
The little book of Christmas Jokes
The Snowman
2. Crafting
Handmade Christmas decorations or presents have been a growing trend for a few years now, as consumers wise up to the environmental impact of the throwaway culture that annual occasions sometimes encourage. And with crafting growing in popularity all-year round, it makes sense that people would want to try out their skills during the festive season for giving and sharing. There’s a solid choice of quality Christmas craft books available to appeal to this demand.
Inspiration for Christmas crafters
Green Christmas
3. Christmas nostalgia
A traditional festive aesthetic has emerged among trendsetters, and we’ve spotted a lot of new Christmas titles harnessing this look. Popular retailer The Range has seen a 50% increase in Google searches for vintage nutcracker decorations, as reported in Country Living magazine. And for many people, a cosy, vintage Christmas is the quintessential festive experience.
Inspiration for a vintage Christmas
A Little Book for Christmas
John Derian Santa trims the tree puzzle
4. In-store discovery
Visiting shops in person is still an essential part of festive gift buying. Last year was a challenging Christmas for some retailers but it was online pureplays that saw the greatest dip in sales, according to KPMG’s Christmas trading outlook report. Creating a retail experience that appeals to the five senses is as important to conversion as ever it has been. Just more than 32% of shoppers surveyed by Toolbox Marketing cherish the full Christmas experience while picking up presents.
Inspiration for festive displays
Poems for Christmas
The Christmas Book
5. Bringing the outside in
Nature is a popular theme for retail, fashion and interiors all year round. The rustic folksy aesthetic, featuring the ubiquitous mushroom, is not going away and has been a mainstay of many autumn collections for a while. It’s trending for Christmas too, offering a seamless switch between the seasons. Think winter woodland scenes, pinecones, wooden or greenery accents, and mushroom tree ornaments to turn this trend festive.
Inspiration for a nature-inspired Christmas
A Scandinavian Christmas
Wreaths
6. Next generation hosting
This year will see 17% of Brits stepping up to host Christmas for the first time, according to Sainsbury’s’ Christmas trends report. But how are millennials or Gen Z doing Christmas differently? They’ll be spending less time slaving in the kitchen, thanks to air fryers and other gadgets, and more time in the living room enjoying cocktails and games. Many new hosts will be looking back to their own 90s and noughties childhood Christmases for culinary inspiration. Whatever the age of the host, attitudes to Christmas Day have been relaxing, with more people choosing to ditch the pressure in favour of more fun and indvidualisation. Sushi in your pyjamas, anyone?
Inspiration for new hosts
Spritz and Fizz
Holiday debatable
More inspiration
*https://retailtimes.co.uk/toolbox-marketing-predicts-2024s-christmas-shopping-trends-with-junemas-survey/
