Shopping for spirits at Christmas: Last week, 500 Shoppers told us what they are planning to do this holiday season:
- Overall they plan to spend less on Spirits than last year but more on Gin and Vodka
- And 1/3rd are likely to trade up to a more premium brand with Baileys, Smirnoff, Jack Daniels, and Gordons, the brands most likely to be chosen
- But the cost-of-living crisis is affecting how people will shop for Spirits this Christmas
- In choosing what to buy, Promotional offers, flavour, price and “brand I like” are the key drivers in product selection
- The majority will choose what to buy in-store, but half would go elsewhere if their chosen brand were not available, so stock levels are also important
- Many Shoppers will likely wait for last-minute promotional offers or switch to unbranded spirits
The free download below gives you the Headlines from our Pre-Purchase study of five hundred shoppers and their expected buying behaviours.
And we can tell you what happens when shoppers go in-store?
This weekend, we're conducting 100 shopper visits in core multiples which includes:- How well are your products being stocked and displayed in the store?
- What has the most impact on Shoppers at the point of purchase and why?
- How Shoppers are choosing what to buy and why?
To view the results of this in-store shopper research please reach out to me via robin@fieldagent.co.uk
shopper insights, Research Results, spirits, Christmas Shopping, market research