As we gear up for the final stretch of 2024 in the UK, retailers and marketers are rolling up their sleeves for the Q4 shopping frenzy. It's always been a make-or-break period, but this year in particular, marketers need to be on their toes. We're not just talking about the usual festive or Black Friday rush - 2024 has been shaped by recent economic uncertainty and inflationary pressures.
What worked like a charm in previous years might not cut it this time around. Meeting (or better yet, exceeding) those year-on-year targets isn't going to be a walk in the park. To succeed in this economy, businesses will really have to get to know today's UK shopper. We're talking about understanding what makes them tick, what's holding them back, and what's catching their eye in 2024.
In this article, we're diving deep into Q4 consumer behaviour in the UK to help businesses navigate this shopping period. We'll explore how to tune into the wavelength of today's shoppers and turn those insights into winning strategies.
Ready to crack the code of Q4 2024? Let's get started.
Consumer’s are being proactive
UK shoppers aren't waiting around for Black Friday anymore. They've started taking a proactive approach and getting a head start, hunting for deals as early as the beginning of October - full six weeks before the big day!
This approach tells us something important. Black Friday, once a newcomer to the UK shopping scene and weakly received, has now firmly planted its flag. It's become such a big deal that people are planning for it weeks in advance.
Even when the economy has been turbulent, holiday sales have kept climbing. It seems that come rain or shine, UK shoppers are ready and willing to dive into the Black Friday and Cyber Monday frenzy.
It's not just us noticing this Black Friday buzz. Google's been keeping tabs too: “In the U.K., Germany, and Australia, the importance of Black Friday shopping has increased over time. And, in markets where importance has remained consistent, like Brazil and France, the majority say Black Friday is important for their holiday shopping.”
So the UK isn't alone in catching Black Friday fever – we're part of a bigger trend.
What does this mean for retailers? It means it’s better to be proactive in your approach than reactive. The race for customers' attention is starting earlier, and lasting longer, than ever before.
How do your consumers behave?
Delving into the world of holiday shoppers in the UK reveals a diverse spectrum of behaviours:
Earlybird Shoppers make up 59% of the shopping force These meticulous planners initiate their holiday shopping early, and research what they want to buy heading into Decemeber.
75% of consumers seek the best deals This group comprises UK shoppers who keep their eyes open for promotions throughout the holiday shopping season and aren’t tied to single sales events.
43% of shoppers still have over half their Christmas shopping left to do going into December It’s important to target the early birds, but don’t leave the latecomers for your competition to sweep up! This is a big opportunity to grab sales after Cyber 5.
Cyber 5, if you were wondering what that is, it’s the 5 days between Thanksgiving and Cyber Monday. We know, they’re both American holidays, but we do still have the Cyber Week sales here in the UK!
Understanding these diverse shopping behaviours is pivotal for crafting marketing strategies tailored to resonate with each segment of UK consumers.
Gen Z are a buying powerhouse
Gen Z are a buying powerhouse
UK shoppers come in all shapes, sizes, and ages, and they're not all after the same thing. Take Gen Z, for example. These young shoppers are making waves in the UK market. They're not fazed by economic turbulence. They're still out there spending, and they're becoming a force to be reckoned with.
If Gen Z is your target, you need to speak their language. That means getting your message out on the platforms they use and hitting the right notes to catch their attention, platforms like TikTok and instagram are huge with this generation.
We’ve recently written a great article about Gen Z and their buying habits. If you want to delve more into this topic you should absolutely go check it out: Scrolling for Answers: How Gen Z is Transforming the Search Landscape
HAVE YOU OPTIMISED FOR MOBILE?
Over the past few years, we've seen a massive shift towards mobile shopping in the UK. In 2021, mobile commerce surpassed desktop for the first time with, mobile accounting for 49% of all online purchases, just edging out desktops at 48%. That trend's still going strong in 2024 and the percentage gap keeps growing wider.
In response, UK retailers should make sure that their websites are optimised for mobile devices, offering a seamless shopping experience. Fast page loading speeds, relevant content and eye-catching imagery are really important not only to be seen by your target audience but also to keep them engaged.
When it comes to checkout and payment, you want to make it so easy that customers can breeze through it without a second thought. One way to do this is by integrating digital wallets like Apple Pay and Google Pay.
Every extra tap, swipe, or moment of hesitation is a chance for a customer to think twice and abandon their cart. A smooth, quick mobile experience isn't just about being nice to your customers (though that's important too). It's about boosting your bottom line. In the fast-paced world of online retail, making things easy for your customers is one of the smartest business moves you can make.
If you’re wondering how to engage customers with their online shopping and push them down the funnel, then here are a few of our suggestions:
- Give them a nudge about that forgotten shopping cart.
- Add a “buy now” button to your product pages to allow customers to purchase with a single click without needing to add to cart first.
- Let them know when that must-have item is back in stock or on sale.
- Send them personalised emails showcasing stuff they'll actually want to buy.
On top of online, it's important to recognise the revival of brick-and-mortar shops within the UK post-pandemic. People going physically into shops has risen back to its pre-pandemic levels. Diversifying your presence (if that is possible for your business) is a great way to capture a larger audience.
Tips for Retailers and Marketers
Let’s get into the practical, here are some tips to shine in Q4:
Stay Connected on Socials: It’s important to keep a close eye on social media. This helps you understand what people are saying about your brand, their interests, and any hurdles they face while shopping.
Share the Love with Exclusivity: Show some love to your loyal customers with exclusive treats like early access to special items, discounts, or even VIP treatment. Everyone loves feeling like a VIP, right?
Get Personal and Stay on Target: Make your messages personal and aim them where they count. Think of it as talking to a friend rather than sending something generic. By doing this, you're more likely to get people to come back for more.
Turn Shopping into a Game: It’s a buzzword often heard in marketing, ‘Gamification’, but you should give it a go! Try out fun games and challenges, especially if you want to win over the Gen Z crowd. Games are a great way to make your brand more exciting and keep consumers engaged.
Send Emails with Heart: Craft emails that really speak to your customers, showing them the stuff they'll actually want to buy. Nobody likes junk mail.
To wrap it all up
Alright, let's bring it home. The real challenge - and opportunity - is turning your Christmas shoppers into year-round fans. It's not just about making a sale; it's about starting a relationship.
So, as you gear up for the Q4 rush in the UK, keep one eye on the present and one on the future. Remember, in the world of retail, being yourself and blasting your USPs is your superpower. You don't need to be the biggest or the flashiest - you just need to be authentically you. That's what will set you apart in the crowded Q4 marketplace and keep customers loyal long after the last mince pie has been eaten.
Now go out there and make Q4 2024 your best one yet. You've got this!
Editor's note: This post was originally published in October 2023 and has been updated to ensure its relevance and accuracy as of August 2024.
