Win the race for Christmas 2018

The first in our 4-part analysis of Christmas 2018 is here. It provides an early read on mindset/sentiment.

 

Here's a taste of some of the things we've discovered based on research undertaken 18-22 Oct.

47% hadn't even started gift buying. Christmas really is still to play for.

Revealed! Latest group to say 'you’d be daft not to give the discounters a go'.

Argos/Next prove physical brands aren't dead. We show how.

'Looking good' a surprise Xmas pain point. We reveal 7 ways brands could help.

People want a handmade Xmas made easy. Where do they need most help?

Inspiration comes in many forms. We've found the hot buttons in each category.

Who gets lots spent on them yet gifters struggle for ideas? Find out and win!

Deliver the right message at the right time by knowing every step of Xmas buying journey.

Report 1 is now available and provides an

early read on mindset/sentiment

Our 50-page analysis reveals:

  • Predicted spend (vs. last year)

  • How uncertainty's hitting plans

  • Critical festive milestones

  • Category winners/losers

  • Brands expecting to use

  • Hopes/dreams for the season

  • Allows you to understand the challenge ahead and flex plans (small tweaks can make a big difference in a tight market)

Three more reports to come, each focusing on key milestones, to inform this and next year's plans

2. Christmas preparation underway

Issued 19 Nov

(Fieldwork 9-11 Nov)

  • How plans are evolving

  • £ spent/still to play for

  • Brands quick off the mark

  • Response to big ad campaigns

  • Emerging winning tactics and emotional hot buttons pressed

  • Benchmark your early performance

  • Assess tactics for home straight

3. Progress update - reality replaces dreams

Issued 14 Dec

(Fieldwork 5-10 Dec)

  • £ spent/still to play for

  • Where rest of spend will go

  • Deep dive into Black Friday

  • Brands winning/losing

  • Drivers of usage/satisfaction

  • Winning tactics for final push

  • Gauge which strategies are hitting home

  • Identify final tweaks to optimise performance

4. Dust settled and lessons for 2019

Issued 11 Jan

(Fieldwork 28 Dec-7 Jan)

  • Winners/losers - and why

  • How hopes played out

  • Stated/revealed importance

  • Pain points in Xmas journey

  • Key emotions played to/missed

  • Outlook for 2019

  • Get great plans in place for next Christmas

Three cost options

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SIMPLY HOT CHOCOLATE

One report

£4k

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WITH CREAM

Two reports

£7k

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WITH CREAM AND MARSHMALLOWS

All four reports

£12k

For more details get in touch with Mark@abaresearch.co.uk

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