24% of Irish people have already started their Christmas shopping, new research reveals

New research from leading out-of-home agency, Talon Ireland, reveals how the Irish expect to shop this Christmas and the opportunities for brands planning Out-of-Home (OOH) advertising



4 October 2022

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Despite the cost-of-living crisis intensifying and rising inflation rates, new research has revealed that a quarter (24%) of people in Ireland have already started their Christmas shopping and almost three in four (73%) of Irish shoppers plan on spending more money or the same as they did last year for Christmas.

Advanced planning

A new consumer survey* from Talon Ireland, a leading, independent, out-of-home agency, conducted by their research partners Spark Market Research, also revealed that a quarter (23%) plan to shop for Christmas in October and 22% in November, key priming periods for early shoppers in Ireland. This offers a clear opportunity for brand campaigns to kick-in and reach those already in planning and buying-mode.

When looking at the differences between spending power this year, versus last year, research suggests 26% have more disposable income than the previous year, with 35% expecting to spend more than they did last year.

Strong family and community connections

Amidst the financial uncertainty, many Irish consumers are still craving acts of kindness and instances of connection. The research indicates that the Irish public is geared up for a larger Christmas this year, with 33% planning more family gatherings. More guests means more food and 53% plan on trading up to a more premium retailer, with only 1 in 5 (20%) of shoppers staying loyal and sticking with their usual store.

For many, shopping for the Christmas season is all part of getting into the festive spirit. When looking at the in-store versus online shopping patterns, the research revealed a stark difference from last year. In 2021, 45% of shoppers planned on doing all of their Christmas shopping online, while this year that figure is expected to decrease by 31% to 14%. 38% of Irish shoppers plan on doing a mix of in-store vs online.

There are also Irish consumers that still plan to buy their gifts in person, with 47% planning to visit shopping centres, 24% will visit the high-street, and 30% doing a mixture of both. This presents a clear opportunity for brands to capture consumer attention using out-of-home channels.

“It’s really interesting to see that, despite growing financial concerns, people are getting into the festive spirit earlier and excited to celebrate together with friends and family without Covid restrictions,” said Caroline Decourcy, research & insights director at Talon Ireland.

“The mood feels optimistic – but brands must consider the wider context and remain sensitive in their approach, with adapted strategies that strike the right balance between festive and considerate.”

*(Source: Research by Talon Ireland and Spark Market Research of 250 respondents aged 16+ conducted between 1-3rd August 2022)



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