Member Article

Retailers fight for last minute Christmas customers

Sales have already started in over three quarters of retailers, as shops vie to attract last minute shoppers looking for bargains.

A survey by PwC showed that retailers are trying to attract footfall in the difficult economic cliamte, with average price discounts being advertised at between 50% and 60% in the North East. Three for two specials have also proved popular.

Nonetheless, some shops are still holding back for the traditional Boxing Day sales.

Jonathan Greenaway, partner at PwC said: “The race to Christmas has started but it seems that the consumer is still holding back relative to previous years despite promotional activity being the norm across the high street and near levels last seen in 2008. We anticipate a final push in the last couple of days.

“However, next week, we expect to see frantic activity both in stores and online as it appears that the majority of the UK will be on holiday for the full week and free to indulge in the national pastime whilst the sales are on.”

Grocery offers continue to remain at a peak, with an average of 12 out of 20 Christmas items on promotion across the grocers, higher than last years figures. The numbers of discounted items has steadily increased but is now beginning to level out.

Confectionery and chocolate were found to be the most commonly promoted items of the past 12 weeks.

Jonathan added: “It’s amazing that promotional levels are still at an all-time high, given the queues to even get into the supermarket car parks this week.

“They say ‘serve customers well at Christmas and you have their loyalty for the rest of the year’ - well retailers are certainly having to fight for that loyalty with continuing deep discounts this year.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .