Here at Leapfrogg, we have a panel of over 1000 retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.
Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.
The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.
Every year, Christmas messaging, promotions and products seem to appear earlier and earlier and the big stores have been releasing their all important Christmas adverts in early November. Retailers must carefully manage the experience they give their customers throughout the Christmas period to ensure they have the right stock and promotions in place.
We wanted to find out when our panel members were intending to start their Christmas shopping this year to ensure our clients planned their activity accordingly.
Not surprisingly, it turns out that the big stores have released their adverts at exactly the right time with 80% of our consumers having started their shopping before or during November.
Therefore, retailers need to ensure their Christmas stock and seasonal offers are up and running by early November at the latest. With 40% starting before late September, it could even be prudent to have maximum stock and early offers on the go from early October.
This all may seem like a given, but we have seen the odd retailer leaving their Christmas messaging far too late in the season potentially missing the boat on maximising return during this key period.
Happy shopping / selling!