Shopping for Christmas 2019 - Singles' Day - Voucher Codes
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Shopping for Christmas 2019 Singles’ Day
Shopping for Christmas 2019 01 Introduction As we head into the festive period, VoucherCodes.co.uk has partnered with the Centre for Retail Research (CRR) to examine consumer shopping habits and spending trends in the run up to Christmas. Shopping for Christmas 2019 analyses the Christmas prospects for retailers and consumers in seven western European countries: Belgium, France, Germany, Italy, The Netherlands, Spain and the UK. The report focuses on the key dates for shopping around Christmas, including Black Friday, Cyber Monday, and the January Sales. Christmas spending in this report is defined as retail spending occurring between the middle of November and the end of December (six weeks).
Shopping for Christmas 2019 02 Singles’ Day: Monday 11 November 2019 Singles’ Day, always held on 11 November, began in China but has now become a major shopping event across the Far East. It’s believed that Singles’ Day began in 1993 as an anti-Valentine’s Day - with single students at Nanjing University celebrating their own status. It spread elsewhere in China and was picked up by bars, clubs and restaurants that catered for younger people, who then offered discounts to single people. In the past decade, Singles’ Day as a shopping event has spread to other parts of South-East Asia and is now beginning to spread into Europe and North America. Alibaba, the largest ecommerce company in the world, registered the name as a trademark in 2012 and promoted it widely. Last year, Alibaba sold goods and services worth $30.8bn (213.5bn yuan) in the 24 hours of Singles’ Day - an increase of 27% on 2017’s figures. The Development of Singles’ Day in Europe As a result of the success of Singles’ Day in Asia, some retailers in Europe took part in 2018 - it was, however, only a significant promotional event only in Russia, the biggest overseas market for AliExpress.com. Singles’ Day was taken up by some retailers in Germany, Switzerland, Belgium, Norway and The Netherlands. The main avenue for promoting Singles’ Day is online. Chinese-based companies, primarily Alibaba and its associates, have English-language websites and sell Singles’ Day items with free delivery to consumers in Europe and North America. Awareness of Singles’ Day Table 1 (on page 3) shows the level of awareness for Singles’ Day 2019 across Europe - an average of 14.1% of shoppers are aware of Singles’ Day, 12.3% of males and 15.9% of females. Awareness is greatest in Germany (19.2% aware), and in the UK the average is 16.5%.
Shopping for Christmas 2019
03
TABLE 1
Respondents Indicating They Were ‘Aware’ of Singles’ Day 2019
M F Total
UK 13.3% 19.6% 16.5%
France 9.9% 18.6% 14.3%
Germany 18.0% 20.3% 19.2%
Italy 7.5% 12.4% 10.0%
Spain 8.9% 8.0% 8.5%
Netherlands 16.4% 18.5% 17.5%
Belgium 12.1% 14.2% 13.2%
Average 12.3% 15.9% 14.1%
(random sample of 6,000 respondents in Europe)
Forecasts for Singles’ Day 2019
Table 2 shows sales on Singles’ Day 2018 and the forecast for 2019. It’s expected sales
in the countries studied will increase by 13.1% from £4.1bn in 2018 to £4.6bn in 2019,
with the highest increases in Germany (+16.0%), France (+15.6%) and the UK (+13.0%).
TABLE 2
Singles’ Day Last Year and Forecast for Singles’ Day 2019 (£ millions)
Singles’ Day Predicted Singles’ Increase Increase Actuals
2018 Day 2019 2018-19 2018-19
UK £1,114.6 £1,285.2 13.0% £170.6
France £873.9 £987.5 15.6% £113.6
Germany £1,047.4 £1,167.1 16.0% £119.8
Italy £475.6 £524.8 6.7% £49.2
Spain £311.2 £345.2 9.5% £34.0
Netherlands £168.3 £183.4 12.3% £15.1
Belgium £118.3 £133.5 9.5% £15.2
Totals/Average £4,109.2 £4,626.7 13.1% £517.5Shopping for Christmas 2019 04 Participants in Singles’ Day It is difficult to know for certain what companies will be involved in Singles’ Day, but they include: UK New Chic, ASOS, AliExpress.com, Amazon, New Look, Sports Direct, Dorothy Perkins, Superdrug, PlayStation and XBOX France Galeries LaFayette, Apple, NIKE, FNAC, Etam, La Redoute, NIKE, Cdiscount, New Chic, ASOS, AliExpress.com, GearBest, Amazon, Marionnaud, New Look, Sports Direct, PlayStation and XBOX Germany Bol.com, Amazon, Hunkemöller, MediaMarkt Medion, Schuhe24.de, New Chic, ASOS, AliExpress.com Amazon, New Look , Sports Direct, Dorothy Perkins Superdrug, H&M, PlayStation and XBOX The Netherlands Bcc.nl (part of FNAC/Darty), Bol.com, Amazon, Hunkemöller, MediaMarkt, Beter Bed, Hema,H&M, NIKE, OTTO, Plein.nl, ICI Paris, AliExpress.com Sweden Elgiganten.se, Amazon; Hunkemöller, H&M, NIKE, AliExpress.com
Shopping for Christmas 2019 05 This independent report into retail spending during the Christmas period 2019 has been commissioned by VoucherCodes.co.uk. The research and the final report entitled ‘Shopping for Christmas 2019’ have been prepared by the Director of the Centre for Retail Research, Professor Joshua Bamfield. The research draws on data from government statistical sources, national retail federations, and research published by consultancies, analysts and researchers. Telephone interviews with 50 major retailers from each country were carried out in early September 2019, along with consumer interviews with 1,000 shoppers in each of the largest countries and samples of 500 in Belgium and The Netherlands. VoucherCodes is the UK’s largest voucher website, helping millions of consumers shop with the brands they love, for less. Our website, email newsletter and mobile shopping app make it safe and simple for our 8 million+ registered members to save money, whether they’re shopping online, in-store or through their mobiles. VoucherCodes is part of RetailMeNot, a global marketplace that helps retailers and brands connect with millions of active shoppers anytime, anywhere to drive engagement and sales. With more than 70,000 offers for over 4,500 brands and retailers in the UK we are the number one destination for British shoppers looking for real savings while making buying decisions, both online and in-store. Based in Norwich England, the Centre for Retail Research carries out independent research in a number of countries on customer spending trends, the changes in the retail marketplace, the growth of online retailing and the impact of technology on retail development in Europe and North America. The Centre has researched and reported on trends in Christmas forecasting for more than 16 years. This Report has been prepared by Professor J. A. N. Bamfield, the Centre’s Director, who holds degrees from Oxford and Nottingham, has published widely on the prospects and risks for retailers, is a Fellow of the Royal Statistical Society and the inaugural member of the Hall of Honour of the Retail Risk Forum. The Christmas period in this report covers the six weeks of retail trading that normally starts in mid-November and continues to the end of December.
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