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Shoppers prioritise Xmas dinner over other costs

03 December 2010

Three-quarters (75%) of shoppers are planning to spend more or the same on their Christmas meal this festive period compared to last year, according to new research from IGD’s ShopperTrack

By contrast, over a third of shoppers (36%) are planning to spend less on Christmas presents this year and 38% will not spend as much on going out to restaurants, pubs and bars over the same period.

Joanne Denney-Finch, chief executive, IGD, said: “In this era of austerity we’re all watching the pennies. “While shoppers are planning to spend less on presents and going out, their Christmas meal is regarded as the priority over the festive season and they don’t want the belt-tightening to spoil it.

“To respond to shoppers’ general thriftiness, food and grocery retailers and manufacturers need to demonstrate even more value to encourage shoppers to loosen the purse strings.

“They could also target their marketing at a younger customer base, as 18-24 year olds are the most likely to spend more this Christmas.”

IGD ShopperTrack found, when asked whether you intend to spend more or less this Christmas, shoppers said:

* 75% plan to spend more or the same on their Christmas meal this year, compared to last year
* 32% of 18-24 year olds plan to spend more on their Christmas meal – the most likely age group intending to increase their spending
* 38% of all shoppers plan to spend less on food and drink consumed outside the home
* 36% plan to spend less on Christmas presents

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