Latest online data research from global digital marketing agency, iCrossing, reveals that for Brits, Christmas begins today (30th October), a week and a half earlier than it did just five years ago. What’s more, the data shows that people are increasingly putting the experience of Christmas, rather than the shopping, at the heart of their […]
Latest online data research from global digital marketing agency, iCrossing, reveals that for Brits, Christmas begins today (30th October), a week and a half earlier than it did just five years ago.
What’s more, the data shows that people are increasingly putting the experience of Christmas, rather than the shopping, at the heart of their festivities.
By reviewing 79 million online searches for the most popular Christmas-themed phrases over the past five years, iCrossing has been able to see when people have really started to get into the Christmas spirit each year.
iCrossing’s Chief Strategy Officer, Mark Iremonger says: “Our data confirms that this year Christmas starts a whole week and a half earlier than five years ago. Whether you like it or not, Christmas planning in the UK starts in earnest in October with a big jump in Christmas related searches.”
He adds: “Why this lengthening of the Christmas season? It’s hard to say whether it’s the retailers stimulating or responding to this consumer behaviour. But the fact remains that to be a winner at Christmas, retailers need to be on the ball in October.”
The data also shows that over the last five years, there has been a gradual shift in what is important to people around Christmas time. From a sample of the most popular Christmas searches, the experience of Christmas, rather than the spending, has become more important.
Iremonger explains: “The growth in searches for Christmas songs, games, lights and decorations has been faster than the growth in presents and gifts. This suggests that with the squeeze on family incomes and falling discretionary spend, we are now focusing more on the experience of Christmas, rather than the expense. And this is a trend we very much expect to see continue this year.”
Source: www.icrossing.co.uk
